Friday, December 15, 2006

Told You So: Traditional agencies don't cut it

This was a nice little article in BtoB this week that caught my eye, and I must say were here at Arketi agree with the findings. Print and TV are not the answers to every BtoB marketer's problem. However, beyond online marketing Public relations, event marketing, demand creation, thought leadership and savvy messaging are all just as important if not more so then print and TV ads.

That said kudos to Sapient for confirming what we have been observing for the past few years.

Study: CMOs look beyond traditional agencies for online marketing

Cambridge, Mass.—More than half (52%) of CMOs responding to a recent survey by digital agency Sapient said traditional, large advertising agencies are ill-suited to meet their online marketing needs. The survey of about 100 CMOs and senior marketers in the U.S. and U.K., conducted by Evalueserve, found 49% believe traditional ad agencies have difficulty thinking beyond print and TV.

Source: BtoBonline.com

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