Digital Marketing Takes Center Stage

This is somewhat old news (September 2008) but I just came across it recently. Sapient, a marketing agency, conducted a survey of over 200 Chief Marketing Officer’s and nearly half indicated that were moving their business to Agencies with a greater knowledge of the digital space. Here is a list of their findings:

1. Greater knowledge of the digital space. More than a third of marketers surveyed revealed that they are not confident that their current agency is well positioned to successfully take their brand online.

2. More use of “pull interactions.” 90% said it is vital that their agency uses ‘pull interactions’ such as social media and communities rather than just traditional ‘push’ campaigns.

3. Leverage virtual communities. 94% of respondents expressed interest in leveraging virtual communities to understand more about their target audience.

4. Agency executives using the technology. 92% of respondents said it was important that the agency uses the technologies that they are recommending.

5. Chief Digital Officers make agencies more appealing. 43% of marketers surveyed said that agencies with chief digital officers are more appealing.

6. Web 2.0 and social media savvy. 63% of marketers surveyed said that an agency’s Web 2.0 capabilities are important when it comes to agency selection.

7. Agencies that understand consumer behavior. 76% of respondents said this as a very important aspect of their agency’s online marketing area of expertise.

8. Demonstrate strategic thinking. 77% of marketers surveyed ranked strategy capabilities at the top of their agency wish list.

9. Branding and creative capabilities. Branding is at the top of marketer’s agency wish list while 76% ranked creative capabilities as very important…

10. Ability to measure success. 65% ranked analytics at the top of their agency wish list.

WebGuild elaborates on these points very well.

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Tags: Internet Marketing, Marketing, Social Media, Web 2.0