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Posted on October 20, 2008
The Top 5 Things Chief Marketing Officers Want
BY JASON CORMIER
According to September's Sapient survey data, nearly half the chief marketing officers surveyed are moving their business to agencies with a greater understanding of the web ("digital space"). Anybody surprised? Of the more than 200 CMO's surveyed, the top 5 things these marketers are looking for in an agency are:
- Greater knowledge of what's online: More than 1/3 revealed they are not confident their current agency is well positioned to successfully take their brand online.
- Using "pull interactions:" 90% want their agencies to use pull interactions such as social media and communities rather than only traditional "push" campaigns.
- Leveraging of virtual communities: 94% expressed interest in leveraging virtual communities to understand more about their target audience.
- Agency executives using the technology: 92% said it was important the agencies use what they recommend.
- Agencies that have "Chief Digital Officers."
Additional noteworthy items desired (actually included as a broader top 10 list) pertain to what many of us would intuitively expect - like an agency's ability to demonstrate an understanding of social media, the ability to demonstrate strategic thinking and analytic measurement for success.
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