Mobile ad spending is forecasted to grow 80% in 2012, and agencies are scrambling to stay ahead of the trends.
In fact, many marketing firms are finding it impossible to keep up with the breakneck pace of mobile. Business models are changing and agencies are looking to outside partnerships for help—with good reason.
A recent CMO Council report found that only 36% of CMOs are firmly committed to their mobile ad agencies in 2012. The biggest complaint? Agencies are struggling to help their clients focus on mobile and adapt with the constant changes in digital marketing. “There is a frustration out there in that many clients don’t feel their needs are being met,” says Donovan Neale-May, executive director of the CMO Council.
As mobile marketing competition heats up to a boiling point, CMOs can hardly be blamed for their frustration.
To gain true CMO trust and establish long-term, win-win relationships, agencies must give CMOs true value—value that is trackable and positively impacts the client’s bottom line. Closing the loop between sales and marketing and offering a pay-for-performance compensation model are the sure signs of an adept agency. The competition is too high for mobile marketing to be measured in soft metrics. Top agencies are crafting mobile campaigns that directly increase the only metric that counts—revenue from mobile marketing.
How confident are you in your mobile marketing plan for 2012?