Moreover, such firms are likely to be challenged in their retention of client relationships: 48% of surveyed senior marketers say they are hiring specialized digital marketing solution and service providers to implement new social, mobile, and interactive strategies in 2012, whereas 47% plan to build internal capabilities and use incumbent agency services less.
In addition, 45% of senior marketers say they are bringing in outside consultants to develop digital programs.
Below, additional findings from the Chief Marketing Officer (CMO) Council report on client/agency effectiveness titled "More Gain, Less Strain."
Senior marketers say most agencies are lagging or struggling to modify or adapt their core competencies and capabilities:
- 29% say traditional agencies are acquiring—but not fully integrating—digital marketing capabilities.
- 22% say agencies are playing catching up to new technology-driven digital specialists.
- 22% say agencies are struggling to transition their business models and service offerings.