Marketing Forecast from Ad-ology

Marketing decision makers say they are most frustrated by advertising and Web design agencies that are not proactive, don’t communicate well, and fail to understand their clients’ businesses and their customers.

According to the 2010 Ad-ology Research Attitudes on Agencies report released today at the American Association of Advertising Agencies (AAAA) Transformation 2010 conference, after cost, marketers tend to choose agencies based on creative capability and quality of previous work.

Last month I highlighted an Aberdeen Research report that pointed out a sobering statistic about people who fill the role of CMO. The average length of tenure is just under 2 years. Writing for IT BusinessEdge, Rob Enderle echoes this concern. He suggests that many CMOs are not well-matched to the specific position or corporate structure they have taken on.

At first glance, one of the CMO Council’s Marketing Outlook questions appears to deliver “Bad News” for a lot of hard working Ad Agencies. “What agency changes do you plan to make in 2009?”

Customer anxiety and cutbacks are the biggest factors influencing marketing budget allocation in 2009, reports the Chief Marketing Officer (CMO) Council in its annual Marketing Outlook study. Despite a restrained economy, however, marketers see budgets holding up fairly well with dollars being stringently controlled and directed against growing and retaining market share.

A new study reveals that only 23% of chief marketers feel that their advertising agency exceeds their expectations for customer service, while 22% say their agencies need improvement when it comes to innovation.

A recent survey revealed just how much pressure chief marketing officers are facing.