SURVEY REPORT ON MARKETING AGENCY & TECH LANDSCAPE
•
3 likes•1,092 views
The survey report analyzes the agency and marketing technology landscape in India, finding that the top priority for marketers is digital marketing, while understanding their business is the most important factor in selecting agencies. Popular agencies and tools are identified based on survey responses, with the landscape seen as fragmented across many providers. Customer centricity and the internet of things are viewed as the next big frontiers for marketers.
Recommended
Recommended
More Related Content
What's hot
What's hot (18)
Viewers also liked
Viewers also liked (20)
Similar to SURVEY REPORT ON MARKETING AGENCY & TECH LANDSCAPE
Similar to SURVEY REPORT ON MARKETING AGENCY & TECH LANDSCAPE (20)
More from Paul Writer
More from Paul Writer (20)
Recently uploaded
Recently uploaded (20)
SURVEY REPORT ON MARKETING AGENCY & TECH LANDSCAPE
- 1. SURVEY REPORT ON THE AGENCY & MARKETING TECH PAUL WRITER ADVISORY I CONFERENCES I COMMUNITY A publica on of LANDSCAPE
- 2. Index Introduction................................................................................. What’s the Next Big Frontier for Marketers?.............................. Digital Marketing Remains Top Priority...................................... What Makes a Good Agency?...................................................... The Fragmented Agency Landscape......................................... Popular Agencies ..................................................................... How do Marketers Select Tools? .............................................. Popular Technology Tools......................................................... Summary Report....................................................................... Appendix A - Agency List.......................................................... Appendix B - Tools List............................................................. About Us.................................................................................... 3 5 7 9 13 15 16 18 21 22 23 24
- 4. Marketers are dealing with a rapid pace of change in terms of market demands, rising customer expectations, and digital disruption. Many are transforming the role of marketing in their organizations, and enabling the digital footprint for the customer-facing elements. Who are their partners in this journey? What are the tools they use to achievetheirgoals? This report gives an insight into the popular agencies in India, the tools that are gaining traction with marketers and how marketers go abouttheselectionprocess. The report is based on an online survey completed by 129 respondents across90organizations. Thesurvey was conductedin2015. 42% of respondents of the survey belongs to top management with titles such as Chief Executive Officer, Co-Founder, Chief Marketing Officer, Head Marketing, General Manager – Marketing, Director–Marketing, VP –Marketing. 31%oftherespondentsareresponsibleforbudgetsoverRs25crore($3.8 mn) per annum, with over 15% having control over budgets greater than Rs100crore($15.4mn). 52.8% of the respondents have worked in their current organization for more than three years. 4
- 6. Indian marketing is going through a period of accelerated transformation. Marketers are dealing with the rise of ecommerce, digitization, mobility, and the home delivery economy, even as giants like Unilever continue to derive 35% of their revenue from rural and small towns where bullock carts are still used for the last mile. It requires marketers to balance the desire for new with the need to retain existingbusiness. What’s surprising - and heartening - is that in a country where customers have traditionally not had a voice, 42%oftopmarketerssaythatthenextbigfrontierfor marketers is the Customer Centric Experience. This would indicate a realization that social media aggregation gives customers the power to penalize bad brand behaviour. Information is now widely available and loyalty is as good as your last interaction. VC-fuelled ecommerce models with their huge emphasis on guaranteed satisfactionandno-hasslereturnsarenodoubtcontributingtothistrend. 30% of marketers considered the Internet of Things to be the next big frontier. This is significant as it shows that marketers are thinking outside the realm of communication and positioning and ready to embrace technology as an integral partofthemarketingportfolio. Mobile Marketing was selected only by 17%, indicating perhaps that most have alreadyincorporatedthisintotheirplanning. 30% 9% 2% 17% 42% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Internet of Things Ecommerce 3D Printing Mobile Marketing Customer Centric Experience Next Big Frontier for Marketers 6
- 8. Even as they see customer centricity as the “next big thing” marketers are divided in their choice of priorities for the year. 26 % cited Digital Marketing, followed closely byCustomerCentricityat23%. With the enormous explosion in data availability it is notable that analytics was a key priority for only 17% of those surveyed. This trailed even Mobile Marketing which wasselectedby18%oftherespondents.Thedeprioritizationofanalyticsshouldbea wake-up call for tech vendors to increase their engagement with the marketing communityandtoincreasetheireducationalcontentforthissector. This data is perhaps reflective of the fact that many organization are yet to complete their digital marketing transformation, and hence that is the top priority. Moreover, in a growth market there is a high value placed on garnering marketshare which takespriorityoverallotheraspects. 8 Top Priorities for Marketers 25.3% 23.2% 18.1% 16.9% 8.2% 7.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% Digital Marketing Customer Centricity Mobile Marketing Analytics Ecommerce Partner/Channel Marketing
- 10. 10 How do marketers select agencies? We asked marketers to rate twelve parameters on importance. The top four parameters during the selection phase are mentioned below: •UnderstandingyourBusiness-for93.5%Marketersitisveryimportant •SpeedofResponseisveryimportantfor79.0%ofmarketers •Flexibilityisveryimportantfor63.9%ofmarketers •StrategicVisionisveryimportantfor61.9%ofmarketers Attributes like Global Network, and Account Teams were ranked surprisingly low, indicating that strategy and speed are trumping other operational parameters. Evenreferencesdidnotscoreveryhighly. 62% 37% 25% 56% 42% 20% 35% 64% 54% 79% 94% 36% 56% 54% 40% 54% 57% 60% 36% 43% 20% 7% 3% 7% 21% 4% 4% 24% 5% 3% 1% 0 25 50 75 100 Strategic Vision References Global Network Tools & Technology Performance-Based Payments Multiple Clients in your Industry Account Team Flexibility Pricing Speed of Response Understanding your Business Very Important Nice to have Not important
- 12. 12 Given the wide spread of agency providers it is no surprise that 55.3% marketers perform research before shortlisting their agencies. This would indicate the desire to broaden the consideration set beyond those with top of mind recall. It may also be required to identify the niche agencies that most firms use in conjunction with the marketleaders. The procurement team is involved in 30% of agency selections. This should be a heads up to agency sales teams to involve them much earlier on in the sales process. While it could just be a function of ensuring transparency, it is also possible that including procurement indicates a certain commoditization of the offeringsandhencepricingisakeyfactor. The selection process is also becoming more professional with 5% of those surveyed indicating that they used a professional vendor selection consultant. These consultants (Disclosure: Paul Writer performs vendor selection for clients) bring in domain knowledge and offer an unbiased view of the agency and fit for a particularrequirement. 5% 10% 30% 55% Procurement is involved Decided through research Ad-hoc contracts Vendor selection consultant Top Method to Select Agency Partners
- 14. Survey respondents mentioned the services of 166 Agencies across all the services. With 90 organizations participating in the survey, it shows a fair degree of fragmentation. An interesting point to note is that even firms using the so-called “full-services” agenciesareusingmultipleagenciestofulfiltheirrequirements. Nooneagencyisable to satisfy all client requirements and most clients are adopting a “best-in-class” approach of mix and match to meet their needs. There are inherent difficulties in managinganomni-channelcampaignacrossmultipleagenciesandshowsthatthereis opportunitybothforconsolidationanddeepeningofservicelines. Basedonthefrequencyofmentioninoursurvey,DentsuAegis,EquusAdvertising,Mullen Lowe Lintas Group, Ogilvy & Mather, OMD & MediaValueWorks are amongst the popular agencies. Popular Agencies by Category Law & Kenneth Saatchi & Saatchi Dentsu Aegis Network Grey Worldwide OMD Ogilvy & Mather Doon Consulting Grey Worldwide Dentsu Aegis Network Dentsu Aegis Network Ogilvy & Mather Equus Advertising OMD Mullen Lowe Lintas Group Equus Advertising Ogilvy & Mather Interactive Avenues Dentsu Aegis Network Equus Advertising Regalix Interactive Avenues Webchutney ADG Online Advertising Mobile Marketing Digital Markeing Media Planning Digital Marketing 14 PAUL WRITER RESEARCH
- 15. 15 Size of Agency name is proportional to the frequency of mentions by respondent organizations POPULAR AGENCIES
- 17. With the rise of technology as a differentiator for marketing, the CIO-CMO partnership has garnered a great deal of visibility. However, that appears to be wishful thinking on the part of tool vendors, with a mere 15% of marketers saying that they decide on tools and technologies after consulting with the CIO. Nearly half the respondents, 48% - rely on research initiated by the marketing team to identify the best fit tool. And showing that they are very open to new tools and technologies in the market, 28% have said they are responsive to vendor pitches. Tool vendors would be well advised to talk directly to the marketers as they have both the need, budget and decision making authority to determine the tech road- mapformarketing. Selecting Tools & Technologies for Marketing Marketing team through research 48.29% 28.29% 14.63% 8.78% Based on vendor pitches In consultation with CIO External consultant 17
- 19. Marketershaveembracedtechnologyacrossmultiplefunctionsandhavetoolsforeach elementofmarketing. Noonetoolappearstosatisfyalltheirneedsandmarketershave mixed and matched to arrive at the ideal solution. Marketing technology is fragmented withoursurveyshowing usageofover140 across categories. The most popular tools i.e. those with a high frequency of mention among survey respondents are Salesforce, Google Analytics, SAS, Marketo, MailChimp, SAP, Unica& SPSS. Data Management Mobile Marketing CRM Direct Marketing Demand Generation & Sales Analytics Salesforce SAP Oracle SAS SMS Inmobi Unica modules SAS MS Dynamics Marketing Salesforce Siebel Zoho CRM MS Dynamics CRM Email & SMS MailChimp Eloqua Marketo Act-on MS Dynamics Marketing Ecircle Salesforce MS Dynamics Demand base SAP customized system Google Analytics Lead Formix Google Analytics SAS SPSS MS Dynamics Analytics 19
- 20. 20 Size of tool name is proportional to the frequency of mentions by respondent organizations POPULAR TECHNOLOGY TOOLS
- 21. HIGHLIGHTS • Customercentricityisseenasthenextbigthing,followedbyInternetof Things(IoT). Itispossiblethatmarketerswillusethedisruptivepowerof IoTtoprovideatrulycustomer-centricexperience • CurrentprioritiesarecenteredaroundDigitalMarketing • Understandingtheirbusinesswasthekeyfactorforclientsinselectingan agency • TheAgencyLandscapeisfragmentedwith166agenciesinuseacross 90organizations • The CIO-CMO allianceisamythwithjust15%ofrespondentsseekingthe CIO's adviceintechnologyselection • Thetechnologylandscapeisalsofragmentedwith140toolsbeingcitedby 90organizations 21
- 22. Appendix A - Agency List Accenture Act-on AD2C ADG Online Adglobal360 AdIQuity AdMob Appiness Bates CHI & Partners Boutique US based firms Brand Curry Bridge Agency Brood Media Centerline Digital Coderweb Converge Dentsu Aegis DigitasLBi Doon Consulting Doosra Brand Communications DWA Media Equus Advertising Company Ltd. Fahrenheit Agency Flurry Flying Cursor Fork FrogIdeas Future Media Gartner Gozoop Online Griphin GPJ (George P. Johnson) Grey Worldwide Group M Media (Motivator) Happy Creative Services Hot Stuff Advertising Ignitee Digital Services Pvt Ltd Image consulting In-House Agency InMobi Interactive Avenues International Data Corporation IPG (interpublic group) Isobar ITSA Brand Innovations Ltd J. Walter Thompson Joshbr Communication K Webmaker Kleward Consulting Knowledge Stream Komli Media Langoor Law & Kenneth | Saatchi & Saatchi Leadbolt Leo Burnett Lodestar UM LogiqueBrain Consultancy Madison World Maxus McCann Erickson MEC Global MediaCom MediaValueWorks Meritus Media Millward Brown MINEcreative agency Mogae Media Mudra Communications Mullen Lowe Lintas Group NetBiz Systems Pvt. Ltd. Niche Minds Nielsen ODigMa Ogilvy & Mather OMD Pace (interpublic group) Perfect Relations PRHUB PS Live Razorfish Regalix Reprise Media Richter Agency, Inc. Ronak Advertising Samsung Media Shobiz Showbiz Management SMG Convonix Social Radius (US) Sokrati Span Communication Strategic Marketing Services Synapse Marketing Consultancy Pvt. Ltd. Text100 Global Integrated Communications The Brewhouse The Practice Thought trains TMP Worldwide Advertising and Communications Tribal Worldwide Triton Communications TSC TV18 Unipro Education Pvt. Ltd. Universum Global Value 360 Communications WATConsult Webchutney Webduniya Wunderman Yorke Communications Zinnov 22
- 23. Localytics Logmycalls LYRIS M2M Mail Chimp Mailmerge Mandrill Marketo Microstrategy Mixpanel MS CRM MS Dynamics MS Dynamics - Analytics MS Dynamics - CRM MS Dynamics Marketing MVW Net insight Nielsen Nudgespot Octance ODM Oracle Qualitative & Quantitative Research R Act-on Adds Adobe Marketing Suite Airwave AppAnnie Axela Calling Campaign Monitor Canva Capillary Cartesian CIARA CLP Cognus Coremetrics CRM software Crystal Database Marketing System Demand base Digital Marketing Dropbox Dynamics Ecircle eloqua Email ERP ExactTarget Excel Experian Flash Flurry G. Drive Google Google Analytics Hadoop Hoopla Hootsuite Hubspot Indigenous Influencers Inhouse Tools Inmobi Jigsaw Kissmetrics Lead Formix Lead411 Leadsguard Linkedin Appendix B - Tools List 23 Rainmaker Salesforce SAP SAP customized system SAS Seem AdWords Siebel Silverpop SMS SPSS SQL SugarCRM Tableau Tapjoy Taylored Email Campaigns Unica modules Whatsapp WIP Xtrfy YieldMo Zoho CRM
- 24. ABOUT US Paul Writer was founded in 2010 with the vision to be the go-to destination for senior marketers seeking best practices and trends in marketing. We do this by providing a community platform for peer to peer learning, conferences for networking,thoughtleadershipandmarketingadvisory. We partner with clients to create outreach opportunities within our CXO community or help them build their own vibrant network of professionals with a combinationofonlineandofflineprograms. Marketing Services: Positioning strategy, community-as-a-service, campaign management Custom Publishing: video interviews, case studies, research reports, articles in MarketingBooster(weeklye-newsletterandbi-monthlyprintpublication) Conferences & RoundTables: Well-designed conferences of 150+ senior marketers on a horizontal marketing trend or vertical specific issues. We also design intimate hosted programs of 25 CMOs, curated agendas for conference-in- conference requirements, brand visibility, appointment-setting, product demos, research,recognitionprograms Community Management: Build a sense of community among users/prospects by designing a program that recruits, recognises and rewards them through an omnichanneloutreachprogramthatencompassesarangeofcommunicationtools Paul Writer was founded by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE. With offices in Bangalore and Gurgaon, clients includeAdobe,Cisco,Dell,HindustanTimes,LinkedIn,Microsoft, SAP. 24
- 25. Paul Writer Strategic Services Pvt Ltd 102, Trump Tower, 5/2 Eagle Street Langford Town, T: +91 80 4096 5053 Bangalore, Karnataka 560 025 – India www.paulwriter.com