Marketers not haappy with Agencies
Posted: Mon Feb 26, 2007 11:45 pm
from adage
sounds liek its going to have to come to india soon...A survey of agencies and their clients to be released today by Forrester Research has a disturbing pair of findings that together put a fine point on one of the major challenges facing Madison Avenue today: How can agencies remain central marketing partners in an age of increased specialization driven by an increasingly digital media environment?
The rather bleak report employed the net promoter score, a popular test of loyalty that's based on a simple question: How likely are you to recommend a particular product or service? Agencies turned in a dismal aggregate score of 21%, meaning that very few clients would recommend their agencies' services to others. Yet the report also found that a whopping 76% of marketers had no way to determine their return on investment from their lead agencies. Sixty-nine percent said ROI is too difficult to measure.