Report: Brand/agency partnerships in jeopardy from customer data and martech challenges

Latest report from Forbes Insights and Oracle Marketing Cloud shows brand and agency partnerships have evolved significantly over the past two years but must transform even more

Challenges around customer data collaboration and utilisation, content personalisation and marketing technology are creating issues between brands and their agency partners and triggering a shake-up of relationships, a new survey claims.

According to the report, The Age of Brand, Agency and Customer Collaboration: 4 Keys to Success in Translating Marketing Visions Into More Engaged Customers, produced by Forbes Insights in association with Oracle Marketing Cloud, half of respondents said evolving brand and agencies roles are making success collaboration more difficult.

The findings were based on a survey of 255 brand and agency executives across several regions including Asia-Pacific.

The report found 60 per cent of respondents have seen their roles and responsibilities change significantly over the past two years, a fact that has had negative implications on customer experience and business results for a number of reasons.

A key one is delivering a consistent customer experience. In the report, 36 per cent of respondents said their organisations aren’t highly effective when it comes to collaborating with brand/agency counterparts to translate a marketing vision into a targeted, cross-channel program.

In addition, 38 per cent said they are not able to effectively create and deliver timely content tailored to specific customer personas, and 81 per cent said they’re unable to maximise customer data to create new and impactful marketing programs.

Just 19 per cent of respondents are also happy with their current utilisation of marketing technology. Notably, 57 per cent said they plan to make new technology investments in the next year.

“As the nature of marketing continues to change, closer collaboration between brands and agencies is becoming more important than ever,” said Forbes Media chief insights officer and head of CMO Practice, Bruce Rogers.

“Progressive marketing leaders within brands across the world have identified this change and are embracing new and closer working relationships. At the heart of these efforts is a drive to effectively gather and mine rich sources of customer data.”

On the list of strategic goals for respondents over the next 12 months are increasing sales and attracting new customers (80 per cent), followed by enhancing customer loyalty (79 per cent) and expanding brand awareness (78 per cent).

To achieve these goals, 60 per cent said closer brand and agency collaboration would become even more important, with capitalise on customer data and analytics the top priority.

Oracle VP of marketing, Andrea Ward, said marketers have access to more customer data and marketing technology than at any point in history.

“But as this study shows, fully capitalising on that data and the promise of technology is still a challenge for many brands and agencies,” she said. “To unlock this potential, brands and agencies need to rethink existing roles, responsibilities and processes in order to successfully mine all of today’s rich data sources, capitalise on the latest marketing technologies, enhance professional and personal skills, and balance local and global imperatives.”

Respondents were also asked to identify key roadblocks in better brand/agency collaboration. Top on the list was insufficient report of results to help gauge effectiveness of programs (28 per cent), followed by lack of training and skill development for fully utilising marketing technologies (26 per cent).

When asked what types of digital technologies are currently supporting customer acquisition and engagement, respondents highlighted social as the leading platform (52 per cent), followed by Web and Web analytics (49 per cent), digital advertising (43 per cent), marketing automation systems (37 per cent) and multichannel campaign management (35 per cent).

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in