The prominence of agencies in today’s digital marketing ecosystem is not surprising: the digital marketing landscape is so complex and seemingly all-encompassing that moving forward alone simply doesn’t seem like a viable option. Agencies aren’t perfect, however, and companies that believe they can simply outsource digital marketing to another firm often learn the hard way that it’s not so simple.
No two businesses are the same, so what gets outsourced and what remains in-house will obviously vary from company to company. But all businesses with in-house marketing staff face many of the same challenges.
Here are seven of the most painful…
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.
“Mad Men” returned to great fanfare last night. The nostalgic look at the advertising business in the early 1960s is nothing short of a cultural phenomenon. Those in the ad world are as obsessed as anyone with the series, while often ruing the fact that the agency business is far less glamorous and swashbuckling today in an age of procurement, discount creativity and heightened financial pressure. Digiday spoke to an agency chief executive to get a read on what it’s like to run an agency today, how clients often get the bad work they deserve and why, despite it all, advertising is still a very fun career. You can read the full collection of Confessions. Please contact me at the email below if you’d like to participate. We promise full anonymity in exchange for honesty.
It seemed like just yesterday that South by Southwest was declared the new Cannes for the agency and media world. Suddenly it’s the Consumer Electronics Show, a weeklong extravaganza of digital gadgetry that plops 130,000 on the Vegas strip. Digiday’s own Mike Shields is roaming the city, probably looking for a cab. We’re complementing his coverage with the daily thoughts of top agency and media executives on the ground. We asked them to briefly describe what they saw or heard that day that points to the future of digital media and marketing.