Marketers To Ad Agencies: “You Still Don’t Get it.”

I’m an ad agency veteran. My fellow Mad Men fanatics call me Peggy. Once upon a time, Madison Avenue was the place to be; the pulse of all possibility.

Then came the digital age. Luckily, I discovered the ‘Internets’ early on. I made a speedy exit from advertising, where the Petes and the Ducks were asking their ‘girls’ to print out their emails and insisting that Mrs. P&G  could never figure out AOL.  As my Supra modem squawked,  my world was instantly slashed into the ones that ‘get it’ and the ones that don’t.

Ad agencies still don’t get it.

Sapient recently sponsored a national online survey to gain insights into what marketers want from their advertising and marketing agencies in the next 12 months. The survey polled a pivotal group –more than 200 chief marketing officers (CMOs) and senior marketing professionals.

Sapient has put the key takeways from the survey into a Top 10 Wish List for Agencies of the Future.

It’s all about technology, baby.

Virtually every item on the Top 10 Wish List centered on the digital space, from Web 2.0 and social media savvy to interactive advertising to virtual communities to even the availability of a Chief Digital Officer.

The List of Digital Shame:

More than a third of marketers surveyed say they’re not confident in their current agency’s grasp of online digital marketing and interactive advertising. 

• 79% of respondents rated “interactive/digital” functions as ‘important/very important.
• 45% of the respondents have 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.
• 90% of respondents 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.
• 94% of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.
• 92% of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the (social media) technologies that they are recommending.
• 49% of marketers surveyed said that agencies with chief digital officers are more appealing than those without.
• 63% of marketers surveyed said that an agency’s Web 2.0 and social media capabilities are ‘important/very important’ when it comes to agency selection.
• 79% of respondents rated “interactive/digital” functions as ‘important/very important.

Guru’s Take:  Ad and marketing agencies have got to quit insisting that being digital is about age. Yes, the whippersnappers have grown up with it.  My daughter has been online since she was 2, clutching blankie as she easily navigated ancient Macs and PCs. (Cross-platform since Pull-Ups, that’s my girl!)  But that doesn’t mean abdicating social media marketing, new technology or anything interactive to the kiddies.  When the first dotcom era bubbled up, those of us who could no longer squeeze into our high school cheerleader uniforms surfed our way through gallons of Visine and even more Starbucks to stay relevant. And guess what — we are.  We bring solid marketing skills, new product expertise, and consumer-centric insight to a digital world that sorely needs these capabilities.  I’d stack up my digital chops next to a Zuckerberg any day.  Even a divine digital diva like this one.

I suspect that some of this digital malaise on the part of agencies is senior management that ::::sigh :::: still doesn’t get it.  Maybe they’re still waiting to land the Pan Am account.