Why Most Companies Don’t Trust Agencies With Marketing Strategy. “Clients complain that agencies don’t think or act strategically enough, that they don’t come to clients with a case about how the proposed approach will help them gain market share, increase volume, or otherwise steal sales from their competitors.  They complain that agencies don’t know their […]

Why Most Companies Don’t Trust Agencies With Marketing Strategy.

“Clients complain that agencies don’t think or act strategically enough, that they don’t come to clients with a case about how the proposed approach will help them gain market share, increase volume, or otherwise steal sales from their competitors.  They complain that agencies don’t know their consumers, their market, their competitors, their sales and distribution channels.”

-Farrah Bostic, A Business Model Set to Self-Destruct

It’s certainly not a new phenomenon, but an increasingly common one: Companies don’t trust marketing, advertising, social media and other outside communications agencies with marketing strategy. And in most cases, there is good reason.

As agencies have evolved to become more specialized (digital, media, creative, etc.), they have also grown more distant from the core business, marketing and brand strategies they are (hopefully) working within. Not only are these shops not entrusted with developing, or managing marketing strategy — some would have a difficult time identifying what that strategy actually is.

But all the blame doesn’t rest with agencies. In an attempt to control all the dynamics of a marketing effort and/or brand, many companies have taken entire agency functions in house during the past few years. And while this may make sense from a financial and operations standpoint, this move often weakens marketing strategy, as well.

“In the Association of National Advertisers survey, a majority of companies with in-house agencies complained they weren’t good at developing long-term strategy. Almost as many said that their internal agencies had more difficulty coming up with fresh ideas.”

-Steve McKee, Does It Pay to Handle Advertising In-House? (BusinessWeek)

The problem is, the NEED for marketing strategy is as greater than it has ever been. Technology has allowed that companies can now pinpoint and forecast sales and marketing information with demanding precision. Social media has given customers a new voice: a voice that increasingly demands fairness, lower prices and instant customer service.

Many companies, in a rush to meet customer desires and demands in this ‘always-on’ environment, have created marketing platforms of ‘give them what they want, regardless of what and who, we are.’ Brand and marketing strategy — the very elements that can create loyalty, hold margins and create a blanket of goodwill — are being ditched for technological speed.

But marketing (and brand) strategy are still in tremendous need. (Perhaps, more than ever before.) The difficult part is finding those who can successfully craft and deliver those strategies.

Which is why we exist. A company whose sole purpose is focused on the development of brand, marketing and creative direction…something we call a Marketing Direction Company. If you’d like to learn more about Cohesion, and how we can spark and deliver a better strategic marketing platform for your business, contact Brian Creath, Managing Principal, at bcreath@cohesioncompany.com, or at 314-276-5383.

 

 

 

 

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