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2015 NEW YEAR OUTLOOK SURVEY: A TALE OF TENSION
2015 NEW YEAR OUTLOOK SURVEY: A TALE OF TENSION
• Present input from Marketers and
Agencies
• Exhibit frustration on both sides
• Discuss opportunity/opportunities that
concerns represent
• Call for solution/problem solving
2015 NEW YEAR OUTLOOK SURVEY: WEBINAR OBJECTIVES
STATE OF THE INDUSTRY
• General Optimism
• Yellow Flags – particularly for
Agencies
• Strategic Leadership
• Data and Technology
STATE OF THE INDUSTRY:GENERAL OPTIMISM - MARKETERS
STATE OF THE INDUSTRY:GENERAL OPTIMISM - MARKETERS
STATE OF THE INDUSTRY:GENERAL OPTIMISM - AGENCIES
STATE OF THE INDUSTRY:GENERAL OPTIMISM - AGENCIES
STATE OF THE INDUSTRY:CHALLENGES AHEAD FOR AGENCIES
STATE OF THE INDUSTRY:INCREASED COMPETITION FOR AGENCIES
56%
63%
Chart on competition
STATE OF THE INDUSTRY:INCREASED COMPETITION FOR AGENCIES
STATE OF THE INDUSTRY:AGENCY/MARKETER PARTNERSHIPS SEEM WEAKER
STATE OF THE INDUSTRY:AGENCIES FEEL SQUEEZE ON BILLINGS
STATE OF THE INDUSTRY: FRUSTRATEDLEADERSHIP VOID?
STATE OF THE INDUSTRY: FRUSTRATEDLEADERSHIP VOID?
Both Agencies and Marketers
have these concerns – about
each other:
- “Chasing the next shiny object”
- Weak on strategic direction – and
strategic talent
- Unwilling to take risk and
innovate
- Placing too much emphasis on
social media
- Failing to harness data
appropriately.
January 16, 2015: Tension Mounts Between Marketers and
Agencies….
Marketers Say Agencies are :
• Complacent
• Failing to understand a client’s business drivers
• Putting less emphasis on market research
• Lacking focus
• Not understanding our challenges
• Taking an “Out of the box” approach –not understanding the customer
• Lacking direction
• Clueless
• Arrogant
STATE OF THE INDUSTRY: FRUSTRATEDSTRATEGIC CONCERNS
Agencies Lament Marketers:
• Unwilling to make brave/bold moves
• Settling for short-term fixes
• Not providing direction or input
• Lack a strategic approach
• Fail to focus on big ideas
• Lack commitment, loyalty
• Suffer from short tenure – especially
CMO’s
STATE OF THE INDUSTRY: FRUSTRATEDSTRATEGIC CONCERNS
January 16, 2015: Tension Mounts Between Marketers and
Agencies Over Data, Tech and Social
DATA AND TECHNOLOGY
AREAS OF CONCERN:
Deliverables
for digital
and social
media?
Consisten
cy in
Brand
Strategy
How to
harness
“Big
Data”?
Marketers see:
• Lack of compelling post-analysis
on social and digital
• Strategic disconnect across
media and platforms.
• Inability to use data
appropriately.
• Tendency to sell technology
rather than strategic solutions.
DATA AND TECHNOLOGY:UNHARNESSED POTENTIAL
Agencies observe:
• Lack of understanding in what
to expect from digital and social
• Do not understand how to
incorporate new technology
strategically.
• Desire to prove ROI, without
setting benchmarks.
• Devaluation of creative in
relation to data.
DATA AND TECHNOLOGY
LOOKING FOR DIRECTION
OPPORTUNITY OUT OF FRUSTRATION
OPPORTUNITY OUT OF FRUSTRATIONSURVIVAL OF THE MOST PROACTIVE
OPPORTUNITY OUT OF FRUSTRATIONSURVIVAL OF THE MOST PROACTIVE
OPPORTUNITY OUT OF FRUSTRATIONHONESTY WINS
OPPORTUNITY OUT OF FRUSTRATIONHONESTY WINS
OPPORTUNITY OUT OF FRUSTRATIONHOW WILL YOU FILL THE GAPS?
OPPORTUNITY OUT OF FRUSTRATIONHOW WILL YOU FILL THE GAPS?
OPPORTUNITY OUT OF FRUSTRATIONHOW WILL YOU FILL THE GAPS?
OPPORTUNITY OUT OF FRUSTRATIONHOW WILL YOU FILL THE GAPS?
• Grasping the real potential of new technologies
• Meaningful data management and analysis
• Strategy
• Focus on marketing fundamentals
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS
• Selling the technology and not the
solution.
• Not prepared for fraud associated
with technology
• Right technology for the
demographics
• Lack of experience
• Digital
• Social
• Inability to measure/prove
effectiveness
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS - TECHNOLOGY
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS - TECHNOLOGY
• Highly associated with
technology gaps
• Post-analysis lacking
• Failure to determine ROI
• Dots not connected
between data and
marketing strategy.
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS - DATA
TECHNOLOGY AND DATA GAPMANAGE THE EVOLUTION
• The basics: • Right technology for the
audience.
• Meaningful metrics
• How to support new
services?
• Does this mean new
positioning?
• Lack of direction
• Not in a position to lead
clients
• Neither digital nor social
media are being
strategically integrated.
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS - STRATEGY
STRATEGY GAPBE AN ALIGNED PARTNER
Where does your firm fit?
• Strategy/Leadership…
• Tactical/Projects/
Assignments…
Whatever the fit, be
aligned.
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS – THE BASICS
• Lack of good ideas
• Absence of creative talent
• Mistakes in execution
• Poor service, not understanding our
challenges
• Inability to innovate in a meaningful way
• Unfamiliar with industry specific marketing
techniques
• Less emphasis on Market Research
• Reaching correct audiences through the
clutter
• Lack of true expertise
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS - THE OPPORTUNITY: CLOSE THEM!
OPPORTUNITY OUT OF FRUSTRATIONMARKETERS SEE GAPS - THE OPPORTUNITY: CLOSE THEM!
FRUSTRATION BREEDS OPPORTUNITY
Build the Plan and THRIVE!
FRUSTRATION BREEDS OPPORTUNITY
Build the Plan and THRIVE!
BUILD THE PLAN AND THRIVE!
Retention – Keep current clients close.
Agencies worry:
• “Lack of loyalty”
• Piece-mealing out work
• Growing influence of
procurement
• In-house agencies
appearing
BUILD THE PLAN AND THRIVE!
Retention – Show current clients the love!
BUILD THE PLAN AND THRIVE!
Retention – Show current clients the love!
BUILD THE PLAN AND THRIVE!
Retention – Become indispensable!
BUILD THE PLAN AND THRIVE!
Retention – Become indispensable!
BUILD THE PLAN AND THRIVE!
Retention – Become indispensable!
It’s about more than the grade:
• Build on successes
• Make needed improvements
• Identify gaps – get a head start
on them!
• Foresee opportunity – be
prepared
• Future staffing/partnership needs
BUILD THE PLAN AND THRIVE!
Retention – Ask your clients to grade you
BUILD THE PLAN AND THRIVE!
Business Development
BUILD THE PLAN AND THRIVE!
Business Development
Elements common to
success:
• Methodology• A marketing plan and process for your
business.
• Proactive• Has to be more than inbound
• Consistent • Assure accountability
BUILD THE PLAN AND THRIVE!
Business Development
BUILD THE PLAN AND THRIVE!
Business Development
Authenticity – Is Your Team Bred For Agency New
Business?Monday, December 29, 2014
KEY POINTS
Frustration means --- Marketers need help!
KEY POINTS
And, be a leader willing to wear several hats. Your clients need:
• Visionaries
• Strategic partners
• Masters in implementation
Marketers need help- -- Step forward as a leader!
KEY POINTS
You need a plan ---- Build. Enhance. Stick to It!
ACTION STEPS
Recommendation
ACTION STEPSDialog – Join us!
