Today, advertisers are not only balancing the traditional creative, PR, and media roles behind the campaign, but must also act as experts in event marketing, online, search, display, social, mobile, and content creation. The landscape for CMOs has changed, and as businesses opt for more efficient marketing platforms, holding companies must differentiate their high-margin model with quality, or abandon it, and learn to compete with marketers by leveraging advancing technology.
The smarter, larger agencies are rapidly investing in resources dedicated to data and analytics, understanding that fiscal tightening means every budget line is scrutinized making the feedback loop a crucial component of any service offering. Entrepreneurs, free of the bounds of rigidity, benefit from specialization to drive marketing insights with new technologies. The fundamental shift towards optimization has created a marketplace in which new companies can thrive. The race to collect the best and most relevant data on consumer demographics, with the opportunity to shape and deliver insight in real time, is now a multi-billion dollar business. Ultimately, the agencies that understand how to leverage the value in this data across sub-sectors are the ones that survive.