Top 10 wish list for agencies of the future

Sapient recently sponsored a national online digital marketing and interactive advertising survey to gain insight into what brands want from their advertising and marketing agencies in the next 12 months.

Survey respondents were asked about the top qualities they sought in their advertising and marketing agencies in the coming year, and based on the results a Top 10 Wish List for Agencies of the Future has been created:

1. Greater knowledge of the digital space. More than a third of marketers surveyed revealed that they are not confident that their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising. In fact 45% had switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge, or have hired an additional digital specialist to handle their interactive campaigns. It’s clear that agencies need to have a greater knowledge of the digital space in order to thrive, especially when it comes to an agency’s area of expertise, with 79% of respondents rating “interactive/digital” functions as ‘important/very important.’

2. More use of “pull interactions”. When trying to engage consumers with their brand, 90% agree that it is becoming increasingly important that their agency uses ‘pull interactions’ such as social media and online communities rather than traditional ‘push’ campaigns.

3. Leverage virtual communities. An overwhelming 94% of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.

4. Agency executives using the technology they are recommending. 92% of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the technologies that they are recommending. For example, it is important that agency executives regularly use Facebook, Flickr, wikis, blogs, etc. in their personal social media mix.

5. Chief Digital Officers make agencies more appealing. 43% of the marketers surveyed said that agencies with Chief Digital Officers are more appealing than those without.

6. Web 2.0 and social media savvy. 63% said that an agency’s Web 2.0 and social media capabilities are ‘important/very important’ when it comes to agency selection.

7. Agencies that understand consumer behavior. 76% of respondents deemed this as an ‘important/very important’ aspect of their agency’s online digital marketing and interactive advertising area of expertise.

8. Demonstrate strategic thinking. 77% ranked strategy/brain trust capabilities at the top of their agency wish list.

9. Branding and creative capabilities. 67% ranked branding at the top of their agency wish list while 76% ranked creative capabilities as ‘important/very important.’

10. Ability to measure success. Marketers want an agency that can report on where campaigns succeeded, fell short, and where they should be fine-tuned, with 65% ranking analytics at the top of their agency wish list.

Brands want agencies that can deliver on these demands today, and as interactive channels becomes increasingly important, only those agencies that can create, manage, and measure multi-channel campaigns will stay relevant and thrive in an uncertain economy.