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February 2012

The Changing Agency/Client Relationship: Glenn Engler Talks to Marketing Smarts [Podcast]

A recent survey by the CMO Council found that only "9% of senior-level marketers say traditional ad agencies are doing a good job of evolving and extending service capabilities in the digital age."

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January 2012

Research: Just 1% of Facebook Fans engage with brands

When the Ehrenberg-Bass Institute looked at the Facebook metrics of the top 200 Facebook brands, such as Likes, comments, posts, tags and shares, they found little to tie a brand's social network popularity with brand monetization.

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Banks Rethink Marketing Strategies to Regain Trust

After a few years of widespread financial hardship, one study characterizes bank customers as anxiety-ridden “nervous Nellies” and finds that financial institutions are changing the way they reach out to customers to regain their confidence. The report comes from the Palo Alto, Calif.-based CMO Council, a network of top marketing decision makers, in collaboration with True North Custom Media. The report, which studied 120 bank marketing professionals, sought to take the temperature of bank consumers and evaluate how that might impact bank/customer relationships.

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The public answers back; consumers seek out social

In 2012 if a company creates a social channel as a marketing vehicle it is inevitable that customers will use it as a mechanism for customer service and sales.

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Report identifies the top 10 local marketing trends

The most significant local marketing trends and related key strategic initiatives for national brands in 2012 include a dramatic increase in localization of media channels and the need for integrated marketing analytics to satisfy national brands.

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CMOs to agencies: adapt or die

The CMO Council released their latest report on client/agency effectiveness this week. (You can download a free executive summary from that link, or spring $199 for the full report.) Out of the myriad of survey-driven stats from 6,000 corporate marketers across a wide range of major brands, one figure stands out as particularly striking: only 9% of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age.

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Ad Agencies Slow to Adapt to Online Marketing

Only 9% of senior-level marketers say traditional ad agencies are doing a good job of evolving and extending service capabilities in the digital age, according to a study by the CMO Council. Moreover, such firms are likely to be challenged in their retention of client relationships: 48% of surveyed senior marketers say they are hiring specialized digital marketing solution and service providers to implement new social, mobile, and interactive strategies in 2012, whereas 47% plan to build internal capabilities and use incumbent agency services less.

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The State of Agency-Brand Relationships

Under the title "More gain, less strain: Optimizing marketing partner performance and value in a digital world", the CMO Council published an analysis of how marketers are optimizing marketing partner performance and value in a digital world.

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Ad Agencies struggling to evolve in Digital Age

A Chief Marketing Officer (CMO) Council report on client/agency effectiveness—dubbed “More Gain, Less Strain”—says the marketing shift to digital, social, and mobile channels is significantly impacting agency relationships, compensation models, and use of marketing technology and measurement systems.

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CMO Council Study: Marketers Are Dissatisfied with Traditional Ad Firms

Only nine percent of senior marketers who responded to a Chief Marketing Officer (CMO) Council survey believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age, according to the research firm.

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The Wide Divide Between Brands And Consumers In Social Media

The CMO Council and Lithium conducted a survey that revealed a wide divide between what marketers think consumers want vs. what consumers really want when it comes to social media.

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CMO Council finds only 9% of agencies doing a good job expanding capabilities

Just 9% of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age, according to a report by the Chief Marketing Officer Council.

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Clients Want Strategic Input, Biz Value from Agencies

When reviewing and evaluating agency relationships, the majority of multi-national client marketers look at strategic contributions (57%) and business value created (56%), according to [download page] a CMO Council survey released in January 2012. Other key considerations include agency efficiency and effectiveness (50%), market impact and success of campaigns (42%), and creative excellence (42%). Yet although senior marketers appear to have an array of methods by which to evaluate their relationships, slightly more than two-thirds do no have solutions or hosted services that improve the agency benchmarking and evaluation process. Similarly, only about one-quarter have developed a best-practice model or formal guidelines for client/agency relationship management. More significantly, 65% do not employ any form of ad scoring or tracking services, and 38% rate their ability to extract optimal value and return from agency partnerships as poor or in need of improvement.

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What to Ask As You Make Your Way Through the Changing Digital Ad Agency Landscape

Ad agencies are not doing a good job of navigating the shift to digital, social, and mobile channels, according to Chief Marketing Officer report on client/agency effectiveness. Just 9% of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age, in contrast to 22% who view their agencies as struggling to transition their business models and service offerings, it found.

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How Branding has Devalued the Facebook 'Like'

Many marketing and social media manager’s new year bonuses will have been based on generating a meteoric rise in the number of Facebook Likes or Twitter followers. There will have been lots of pats on the back for that iPad 2 competition that earned 100,000 followers in less than a week, or that new landing tab that forces people to Like the brand in order to enjoy the juicy discounts within. A quick Google search for ‘iPad 2 Facebook giveaway’ gives you an idea of the popularity of such a tactic. Can we really value a ‘Like’ or a ‘Follow’ when so many of them are bought rather than earned?

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ANA Ramps Up ICANN Domain Name Protest

As the Internet Corporation for Assigned Names and Numbers' plan to launch a new program of generic top-level domains was scheduled to begin accepting applications on Jan. 12, the Association of National Advertisers' drumbeat against the plan continued.

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7 Steps to Localize your Social Media Campaign

According to a new report from the CMO Council, nearly half (49 percent) of all senior marketing execs believe that a localized marketing strategy is essential to business growth and profitability. The organization recently surveyed more than 300 senior company leaders to come up with a "C-suite" view of the current state of localized marketing strategies and tactics.

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CMO Study: Consumer Anxiety Straining Bank Marketing Communications

How are banks rebuilding trust as the financial industry regains its footing? To what degree are they reassuring their customers and managing messages? Those were the critical questions driving a study published by the CMO Council entitled “Delivering Positive Impressions During Market Depressions.”

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Banks Should Go Digital to Soothe Anxious Customers

Anxious consumers don’t have to look far for economic worries, and a new survey shows banks aren’t helping. The Chief Marketing Officer Council, an organization that provides industry analysis for chief marketers, finds that only 19% of bank marketing executives surveyed were satisfied with their use of digital media in customer relations.

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DQ Drives Social Media Membership With...Email Marketer Silverpop

Dairy Queen recently used content and social marketing tools provided by a company usually identified for its email marketing prowess—Silverpop—to drive its fan club membership and boost store traffic.

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CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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