February 11, 2008
Marketers, agencies at odds over how to engage consumers
While marketers are increasingly looking to engage consumers, agencies often fall short of being able to provide the skills necessary to accomplish this, according to a new report from Forrester Research called The Connected Agency. Some of the trends noted by report include: the talent and processes in creative and media agencies are still focused on delivering work with large audiences and large budgets; as new media grows, requiring agility and speed, agencies aren’t always up to the challenge; digital agencies have started to compete and win traditional work, however the wins stand out as the exception to the rule; new specialist agencies are emerging with a focus on word-of-mouth marketing, and marketers are increasingly looking to new advisors, such as consultancies like McKinsey & Company and Accenture or technology vendors like Unica and Interwove, to fill skills gaps at traditional agencies.
According to the report , approximately 55% of marketers think their agency is well-equipped to help with Internet advertising while 95% of agency executives believe they have a handle on these skills.
For more on how marketers and agencies are navigating these waters, check out this article.