Mediaboss Marketing

CINCINNATI, June 18, 2012 /PRNewswire/ --Who is the ultimate winner in the Agency New Business and Agency Search "game"?

Is it the Agency because they just landed the client? Or is it the Marketer because they just partnered with a smart-thinking Agency?

Answer: Both...at first. However the sustainability of that "winning feeling" lies in the hands of the Agency. The Agency delivers and everyone wins long-term. They drop the ball, and the search starts again.

In the recently released RSW/US survey: "Changes in Social/Digital Media (2009-2012), RSW/US analyzed how Marketers' and Agencies' behavior and attitudes have changed in the digital space since 2009.

In 2009, the digital universe was relatively new to Marketers. Agencies could simply build websites, make a banner ad, and build a Facebook page, and all would be ok. Today the demands are a lot different.

Confidence Isn't Improving - Only 23% of Marketers state that they feel Full Service Agencies are rock solid relative to their digital skills. This is only a 1 percentage point improvement since 2009. Not good.

With ROI demands increasing and the need for better digital strategic planning on the rise, Agencies need to do a lot better than 23% to continue being a valued partner long-term.

Marketers are Catching Up - The same survey reveals that 58% of Marketers now feel like they are on the "cutting edge" of digital (as compared to only 44% in 2009). Marketers are starting to figure it out, so consequently, Agencies need to stay ahead of the game in order to stay relevant.

Following release of the survey, Mark Sneider, Owner/President of RSW/US suggested that "Agencies need to stay 2-3 steps ahead of their Marketing counterparts. They need to lead, not be led. They need to be well read and need to attend digital and social conferences to stay ahead of the curve. Marketers expect it. They need it."

About RSW/US

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New Survey from RSW/US Reveals a Need for Agencies to Step Up and Take Control