Marketers vs. Agencies: Complexity Rears Its Head

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

cmo.com

In my post last week, The 91%: Occupy Madison Avenue, I offered up a particular perspective on the unflattering findings from the recent CMO Council study stating that traditional agencies have failed to evolve to requisite levels of digital marketing proficiency. I pointed out that, while that certainly may be the case with some agencies, many marketers have not evolved to digital proficiency, either.

Going further, I postulated that the dissatisfaction marketers expressed through the study is due in some measure to shared deficiencies. In other words, it’s hard for an agency to be better than its client enables it to be–just as it’s difficult, frustrating and costly for a client to have to wait for an agency to step up to the digital plate.

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