According to a recent study by the Horn Group and Kelton Research—“The CMO Challenge: Making Integrated Digital Communications” –the use of agencies by CMOs is becoming more important than ever. Marketing executives are looking to agencies to act as strategic partners who will challenge them, while providing streamlined services. But according to the report, CMOs have become much pickier when choosing an agency these days, and they expect high-quality work and crackerjack execution.
Part of the reason for this is also covered in the report in a section called, “Not Up To Speed”: “Making matters worse is that many of today’s businesses feel painfully behind the times with the most important kinds of integration. More than two-thirds (68%) feel their companies are behind the curve in digital/interactive media integration, while another 71 percent have not caught up to social media integration.”
There’s much more to this report that’s worth reading, but these two issues seem to me to be the most important—and connected. My thought is it’s a bit late in the digital-marketing game for so many CMOs to think their companies are so woefully “behind the curve.” What’s more—though it’s standard procedure—thinking that someone entity outside the company has a better handle on things and can show you the way is, well, often dangerous—and expensive.
So I ask you: Are you in this camp of those who think their companies still don’t get “digital/interactive media integration”? Are you especially worried about social media? And what about agencies: Have you changed your concept of what an agency can—and should—do for you in this new digital age? Take a minute and tell us your thoughts in the I would love to hear what you think.