CMOs rate their agencies a D- at bringing the digital and traditional worlds together.
At a time when most agencies are promoting their ability to provide clients with high-quality integrated services across domains, most CMOs are having a different experience. CMOs worry about brands and messages being diluted because agencies don’t bring them together. Marketing decision makers rate the actual execution of cross-domain services a D- (6.3 out of 10).
How Agencies Miss the Mark When it Comes to Integration
BTI asked more than 150 CMOs at large organizations with $1 billion or more in revenue about how agencies are integrating traditional and digital approaches. In addition to grading agencies a D-, they said:
“Agencies don’t connect the dots. I have to bring the agency ideas on how to integrate messages.”
–Digital Marketing Manager, Leading Industrial Supplier
“When it comes to integrated services you get generalists, not specialists. You end up outsourcing to specialists anyway.”
–Director of Digital Strategy, Global Pharmaceutical Company
“What I found with agencies able to cross the spectrum is they count services as expertise, but they don’t really have experts in all media channels.”
–Director of Business Strategy, Large Auto Wholesaler
“Pure-play providers are specialists so you can go deeper with them.”
–VP Corporate Marketing, Specialized Professional Services Giant
This drives the reverse trend of what agencies hope to see. Instead of capturing more work from a single client, CMOs will keep the work separated until they believe one agency can truly handle integrated services.
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