There’s plenty of interest in online and mobile marketing, but agencies aren’t necessarily getting the business. A new study from consulting firm RSW/US shows that while marketers are using both mobile and social channels much more than three years ago, agencies haven’t seen a similar increase in mobile and social assignments.
In 2009 mobile marketing placed near the bottom of digital activity, but now it ranks near the top, according to the findings. Despite that, mobile marketing assignments to agencies still rank near the bottom. The explanation? Advertisers once unfamiliar and hesitant in the digital space have grown comfortable and are probably doing more digital marketing themselves, according to Mark Sneider, president of RSW/US.
In addition, some marketers feel that they are ahead of the agencies in understanding and utilizing the space. They “feel like they are leading the agency and the agency isn’t leading them in the digital space,” Sneider said. “Agencies are providing counsel, but marketers aren’t using it. Maybe what agencies think is good counsel isn’t carrying marketers far enough.”
A total of 230 advertiser and agency leaders participated in last month’s poll. Among the brands represented were Purina, Hershey’s, Converse and Panasonic. The agencies included JWT, DDB, MEC and Ketchum.
Source: Adweek
