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Jared Hamilton
From: Jared Hamilton
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VJ VJ

VJ VJ eCommerce Director

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Why are ad agencies seen being slow, according to this survey?

Shocking! Survey finds Ad Agencies are slow when adapting online marketing!

Today’s top story on Marketing Profs (insert link) literally hit me like a ton of bricks, and I’m guessing you’ll be just as surprised and maybe even shocked as well.  According to the latest questionnaire  from-CMO Council  addressed to Senior Level Marketing professionals, just one out of ten business marketing leaders are saying that traditional advertising companies are doing a good job in offering, evolving and servicing their clientele well in regards to online marketing and the challenges the Digital Age brings.

Taking an even closer look to the CMO Council survey; more senior marketers (48%) are on the move – from their prior hired ad agencies over to digital marketing solution and service providers, who can provide seamless integrated digital capacities like social media, mobile and interactive strategies. Further, senior marketers are concerned about agencies lagging or struggling to adapt their core competencies, showing:

  • 1.) Even though agencies are acquiring digital marketing capabilities, they are not able to fully integrate their efforts (29%)
  • 2.) 22% of senior marketers are of the opinion that agencies are still playing catching up to new technology
  • 3.) And 22% say agencies are still struggling with their transition from their “old” business models and service offerings into “new” digital
  • 4.) Just 9% are thinking ad agencies doing a good job on “Digital”

 

Does that mean your agency won’t show the results you are hoping for - especially on the digital front? Hopefully not, but to combat this possibility, make sure you create a “cheat-sheet” with questions you will ask your current ad agency at your next meeting. Find out if they are able to produce the results you are craving right away:

  • a) Have them describe how automotive shoppers use traditional and online media today. Are they current with the latest research?
  • b) How do you leverage our consumer’s interest in our Brand, Make and Model, combining the national OEM digital marketing efforts with our ambitions to steer created curiosity towards our website and brick & mortar location(s)?
  • c) How fast is your turnaround when ad messages on national campaigns are changing? What does your turnkey support look like?
  • d) Knowing that a consumer needs around 7 triggers/ad impressions to take (such as researching or even submitting a leads on the advertised campaign, how do you assure to have our ads “in their face” all the time?
  • e) How will you remarket our efforts?How can you reinforce our advertising by driving traffic towards our campaign message?
  • f) Can you provide a personalized campaign website anytime when OEM messages will change?
  • g) Let them walk you through their reporting and what kind of metrics they will provide to you. We all know by now that online measurability will show you clear and actionable data and results helps you to understand the impact of your online advertising and will easily validate the return of your digital marketing investment.

It seems to be that these are tough questions – but think about it – it is your money you are spending, and you want to make sure that you leverage all the new, digital goodies which make online marketing oriented dealer(s) successful.

Every agency will tell you they are digital experts. The best way to judge their expertise is for them to walk through the details of campaigns they have run for others, and the results they have achieved. The great thing about digital is its measurability – have them show their numbers, and tell you what they can deliver for you!


Eric Miltsch
VJ - I've always felt that agencies were slow on the draw due to the simple fact that, historically, the accountability measures/metrics were never part of the "success formula." There are so many ways to quantify a successful effort - and so much more data available. Nice cheat-sheet list too...
VJ VJ
Eric: You are my most loyal reader and commentator on my posts (next to Brian the Car Guy) and I wanted to thank you for that. I hope more dealers will take a look at the cheat sheet and will ask the right questions in the future! Happy Friday my friend!
Lindsey Auguste
Thanks for applying these important tips from the Marking Profs article. Do you still have that link to the original article?
Jim Bell
Love the 'cheat sheet.' We are going through a whole revamp of a branding strategy and this is definitly something to think about.
VJ VJ
Here we go Lindsey ->> http://www.marketingprofs.com/charts/2012/6917/ad-agencies-slow-to-adapt-to-online-marketing

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