The marketing agency ecosystem is rapidly evolving. Marketing agencies and consultants now have the ability to deliver greater value via a blend of traditional and digital services, spanning the core disciplines of search, mobile, social, content, websites, digital advertising, public relations, analytics, and email.
In fact, 80% of chief marketing officers think integrated services will increase in importance over the next five years, according to a study by The Horn Group and Kelton Research. However, in the same study, 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs.
As a result, unparalleled opportunities are available for emerging agencies and consultants to transform, disrupt, and thrive within the developing marketing-services ecosystem via evolved and integrated strategies, hybrid skill sets, and the effective use of technology.
What's Driving the Marketing Agency Transformation?
Changes in consumer behavior and advances in technology are driving the need for tech-savvy, versatile, and forward-thinking agencies.
Today's consumers are tuning out traditional, interruption-based marketing methods, and choosing when and where to interact with brands. More often, that is happening via social networks, blogs, search engines, and mobile devices. In fact, Gartner research predicts that by 2015 "digital strategies, such as social and mobile marketing, will influence at least 80 percent of consumers' discretionary spending."
In addition, innovations in technology now allow for accurate and real-time reporting capabilities that can be directly correlated to sales. Gone are the days when firms could rely on arbitrary measurements, such as impressions, reach, and advertising equivalency. Savvy agencies will track and adjust campaigns based on click-through rates, inbound links, website traffic, leads, and other metrics that directly impact the bottom line.
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