Report: Relationship between marketing decision makers and marketing companies

S2 Research has released a new report, "The Relationship between Marketing Decision Makers and Marketing Companies." When it comes to developing creative marketing ideas, agencies do a good job. However, marketers are less keen to predict how much to pay for the service.

When respondents were asked to rate the ability of marketing agencies in certain categories (1 s not satisfied; 4 s very satisfied), the vast majority were satisfied with the agency's ability to develop ideas 4 (38%) or 3 (50%).

They were also highly satisfied with the convenience of working with institutions, with the majority giving 4 (37 per cent) or 3 (42 per cent). Similarly, more than 70 percent of respondents gave a satisfaction rating of 4 (30 percent) or 3 (42 percent) when talking about an organization's ability to develop a marketing strategy.

Although professionals are satisfied with the capabilities of their organizations, they are not satisfied with the fees charged. Only about half of agencies scored 4 (18%) or 3 (31%) on the price area.

The report also found that 73 per cent of respondents outsourced digital marketing and social media to agencies, and more than half outsourced paper and design (55 per cent), PR (52 per cent) and media planning and purchase (52 per cent).

To a large extent, marketers are very satisfied with the performance of current or former agencies. In particular, 48 per cent of respondents and 51 per cent of respondents were very satisfied with their ability in paper/design, digital marketing or social media, respectively.

Looking ahead to the next 12 to 24 months, respondents may use marketing agencies to address important marketing and audience issues, as well as engage in day-to-day marketing projects. However, they are unlikely to ask agencies to provide strategies to support their business or engage in spill marketing projects.