Agencies & Clients Need a Kick in the Butt

I recently ran across a study that nicely sums up what I have been trying to change on the agency-side for more than a decade. Despite the best posturing from some of the largest agencies and brands in the world, there is still a huge lack of knowledge about how consumers use digital media.

"Over ninety percent of respondents indicated they planned to increase marketing spend in digital. Yet many identified significant barriers including: insufficient metrics (62 percent), lack of organization support (51 percent) or lack of experience (59 percent) in the new media."

This study also mirrors the findings of a 2007 study... that's two years of the same findings, but no movement in closing the gap.
http://www.ana.net/news/content/856

This survey frustrates and excites me at the same time. It's a little frustrating given that we are making such slow progress. But, it also excites me because it means opportunity abounds. I am confident in my abilities to help agencies close this gap. But, are they ready to make the changes necessary to embrace digital, better engage with consumers and drive more profitable revenue? Sounds like a no-brainer, huh?

Call me when you are ready (415) 307-7289 - chrisjcrichton @ yahoo dot com

- Chris