Self-Sufficient Marketers a Challenge to Agencies

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

4/27/10, MediaPost

According to the Chief Marketing Officer (CMO) Council’s latest State of Marketing Report, corporate marketers expect to become less dependent on agencies and more self-sufficient with their own internal digital marketing infrastructures, talents and go-to-market capabilities. 46% of those surveyed said that investing in digital demand generation and online relationship building ranks among the top initiatives being taken to maximize the impact and value of marketing in 2010. 38% say they are exploring alternative media and new routes to market; 62% will be crunching customer data to improve segmentation and targeting. Most of this will be done in-house or by specialist firms and outsourced service providers in the digital marketing and customer analytics space.

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