SURVEY REPORT ON

THE AGENCY &MARKETING TECH

PAUL WRITERADVISORY I CONFERENCES I COMMUNITY

A publica�on of

LANDSCAPE

IndexIntroduction.................................................................................

What’s the Next Big Frontier for Marketers?..............................

Digital Marketing Remains Top Priority......................................

What Makes a Good Agency?......................................................

The Fragmented Agency Landscape.........................................

Popular Agencies .....................................................................

How do Marketers Select Tools? ..............................................

Popular Technology Tools.........................................................

Summary Report.......................................................................

Appendix A - Agency List..........................................................

Appendix B - Tools List.............................................................

About Us....................................................................................

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INTRODUCTION

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Marketers are dealing with a rapid pace of change in terms of market demands, rising customer expectations, and digital disruption. Many are transforming the role of marketing in their organizations, and enabling the digital footprint for the customer-facing elements. Who are their partners in this journey? What are the tools they use to achieve their goals?

This report gives an insight into the popular agencies in India, the tools that are gaining traction with marketers and how marketers go about the selection process.

The report is based on an online survey completed by 129 respondents across 90 organizations. The survey was conducted in 2015.

42% of respondents of the survey belongs to top management with titles such as Chief Executive Officer, Co-Founder, Chief Marketing Officer, Head Marketing, General Manager – Marketing, Director – Marketing, VP – Marketing.

31% of the respondents are responsible for budgets over Rs 25 crore ($3.8 mn) per annum, with over 15% having control over budgets greater than Rs 100 crore ($15.4 mn).

52.8% of the respondents have worked in their current organization for more than three years.

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WHAT’S THE NEXT BIG FRONTIER FOR MARKETERS?

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Indian marketing is going through a period of accelerated transformation. Marketers are dealing with the rise of ecommerce, digitization, mobility, and the home delivery economy, even as giants like Unilever continue to derive 35% of their revenue from rural and small towns where bullock carts are still used for the last mile. It requires marketers to balance the desire for new with the need to retain existing business.

What’s surprising - and heartening - is that in a country where customers have traditionally not had a voice, 42% of top marketers say that the next big frontier for marketers is the Customer Centric Experience. This would indicate a realization that social media aggregation gives customers the power to penalize bad brand behaviour. Information is now widely available and loyalty is as good as your last interaction. VC-fuelled ecommerce models with their huge emphasis on guaranteed satisfaction and no-hassle returns are no doubt contributing to this trend.

30% of marketers considered the Internet of Things to be the next big frontier. This is significant as it shows that marketers are thinking outside the realm of communication and positioning and ready to embrace technology as an integral part of the marketing portfolio.

Mobile Marketing was selected only by 17%, indicating perhaps that most have already incorporated this into their planning.

30%

9%2%

17%

42%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Internet ofThings

Ecommerce 3D Printing MobileMarketing

CustomerCentric

Experience

Next Big Frontier for Marketers

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DIGITAL MARKETINGREMAINS THE TOP PRIORITY

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Even as they see customer centricity as the “next big thing” marketers are divided in their choice of priorities for the year. 26 % cited Digital Marketing, followed closely by Customer Centricity at 23%.

With the enormous explosion in data availability it is notable that analytics was a key priority for only 17% of those surveyed. This trailed even Mobile Marketing which was selected by 18% of the respondents. The deprioritization of analytics should be a wake-up call for tech vendors to increase their engagement with the marketing community and to increase their educational content for this sector.

This data is perhaps reflective of the fact that many organization are yet to complete their digital marketing transformation, and hence that is the top priority. Moreover, in a growth market there is a high value placed on garnering marketshare which takes priority over all other aspects.

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Top Priorities for Marketers

25.3%

23.2%

18.1%16.9%

8.2% 7.5%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Digital Marketing

CustomerCentricity

MobileMarketing

Analytics Ecommerce Partner/ChannelMarketing

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WHAT MAKES A GOOD AGENCY?

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How do marketers select agencies? We asked marketers to rate twelve parameters on importance. The top four parameters during the selection phase are mentioned below:

• Understanding your Business - for 93.5% Marketers it is very important• Speed of Response is very important for 79.0% of marketers• Flexibility is very important for 63.9% of marketers• Strategic Vision is very important for 61.9% of marketers

Attributes like Global Network, and Account Teams were ranked surprisingly low, indicating that strategy and speed are trumping other operational parameters. Even references did not score very highly.

62%

37%

25%

56%

42%

20%

35%

64%

54%

79%

94%

36%

56%

54%

40%

54%

57%

60%

36%

43%

20%

7%

3%

7%

21%

4%

4%

24%

5%

3%

1%

0 25 50 75 100

Strategic Vision

References

Global Network

Tools & Technology

Performance-Based Payments

Multiple Clients in your Industry

Account Team

Flexibility

Pricing

Speed of Response

Understanding your Business

Very Important Nice to have Not important

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TOP METHOD TO SELECT AGENCYPARTNERS

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Given the wide spread of agency providers it is no surprise that 55.3% marketers perform research before shortlisting their agencies. This would indicate the desire to broaden the consideration set beyond those with top of mind recall. It may also be required to identify the niche agencies that most firms use in conjunction with the market leaders.

The procurement team is involved in 30% of agency selections. This should be a heads up to agency sales teams to involve them much earlier on in the sales process. While it could just be a function of ensuring transparency, it is also possible that including procurement indicates a certain commoditization of the offerings and hence pricing is a key factor.

The selection process is also becoming more professional with 5% of those surveyed indicating that they used a professional vendor selection consultant. These consultants (Disclosure: Paul Writer performs vendor selection for clients) bring in domain knowledge and offer an unbiased view of the agency and fit for a particular requirement.

5%10%

30%

55%

Procurement is involved

Decided through research

Ad-hoc contractsVendor selection consultant

Top Method to Select Agency Partners

THE FRAGMENTED AGENCY LANDSCAPE

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Survey respondents mentioned the services of 166 Agencies across all the services. With 90 organizations participating in the survey, it shows a fair degree of fragmentation.

An interesting point to note is that even firms using the so-called “full-services” agencies are using multiple agencies to fulfil their requirements. No one agency is able to satisfy all client requirements and most clients are adopting a “best-in-class” approach of mix and match to meet their needs. There are inherent difficulties in managing an omni-channel campaign across multiple agencies and shows that there is opportunity both for consolidation and deepening of service lines.

Based on the frequency of mention in our survey, Dentsu Aegis, Equus Advertising, Mullen Lowe Lintas Group, Ogilvy & Mather, OMD & MediaValueWorks are amongst the popular agencies.

Popular Agencies by Category

Law & KennethSaatchi & Saatchi Dentsu AegisNetwork

Grey Worldwide

OMD

Ogilvy & Mather

Doon Consulting

Grey Worldwide

Dentsu Aegis Network

Dentsu AegisNetwork

Ogilvy & Mather

EquusAdvertising

OMD

Mullen LoweLintas Group

Equus Advertising

Ogilvy &Mather

InteractiveAvenues

Dentsu Aegis Network

Equus Advertising

Regalix

Interactive Avenues

Webchutney

ADG Online

AdvertisingMobile Marketing

Digital Markeing

Media Planning

DirectMarketing

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PAUL WRITER RESEARCH

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Size of Agency name is proportional to the frequency of mentionsby respondent organizations

POPULAR AGENCIES

HOW DO MARKETERS PICK TOOLS?

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With the rise of technology as a differentiator for marketing, the CIO-CMO partnership has garnered a great deal of visibility. However, that appears to be wishful thinking on the part of tool vendors, with a mere 15% of marketers saying that they decide on tools and technologies after consulting with the CIO. Nearly half the respondents, 48% - rely on research initiated by the marketing team to identify the best fit tool. And showing that they are very open to new tools and technologies in the market, 28% have said they are responsive to vendor pitches. Tool vendors would be well advised to talk directly to the marketers as they have both the need, budget and decision making authority to determine the tech road-map for marketing.

Selecting Tools & Technologies for Marketing

Marketing team through research48.29%

28.29%

14.63%

8.78%

Based on vendor pitches

In consultation with CIO

External consultant

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POPULAR TECHNOLOGY TOOLS FOR MARKETERS

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Marketers have embraced technology across multiple functions and have tools for each element of marketing. No one tool appears to satisfy all their needs and marketers have mixed and matched to arrive at the ideal solution. Marketing technology is fragmented with our survey showing usage of over 140 across categories.

The most popular tools i.e. those with a high frequency of mention among survey respondents are Salesforce, Google Analytics, SAS, Marketo, MailChimp, SAP, Unica & SPSS.

Data Management

Mobile Marketing CRM

Direct Marketing

Demand Generation & Sales Analytics

Salesforce

SAP

Oracle

SAS

SMS

Inmobi

Unica modules

SAS

MSDynamics Marketing

Salesforce

Siebel

Zoho CRM

MS Dynamics CRM

Email & SMS

MailChimp

Eloqua

Marketo

Act-on

MS Dynamics MarketingEcircle

Salesforce

MS Dynamics

Demand base

SAP customized system

Google Analytics

Lead Formix

Google Analytics

SAS

SPSS

MS DynamicsAnalytics

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Size of tool name is proportional to the frequency of mentions by respondent organizations

POPULAR TECHNOLOGY TOOLS

HIGHLIGHTS

• Customer centricity is seen as the next big thing, followed by Internet of Things (IoT). It is possible that marketers will use the disruptive power of IoT to provide a truly customer-centric experience

• Current priorities are centered around Digital Marketing

• Understanding their business was the key factor for clients in selecting an agency

• The Agency Landscape is fragmented with 166 agencies in use across 90 organizations

• The CIO-CMO alliance is a myth with just 15% of respondents seeking the CIO's advice in technology selection

• The technology landscape is also fragmented with 140 tools being cited by 90 organizations

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Appendix A - Agency ListAccenture

Act-on

AD2C

ADG Online

Adglobal360

AdIQuity

AdMob

Appiness

Bates CHI & Partners

Boutique USbased firms

Brand Curry

Bridge Agency

Brood Media

Centerline Digital

Coderweb

ConvergeDentsu Aegis

DigitasLBiDoon Consulting

Doosra BrandCommunications

DWA Media

Equus AdvertisingCompany Ltd.

Fahrenheit Agency

FlurryFlying Cursor

ForkFrogIdeasFuture Media

Gartner

Gozoop Online

Griphin

GPJ (George P.Johnson)

Grey Worldwide

Group M Media (Motivator)

Happy CreativeServices

Hot Stuff Advertising

Ignitee Digital Services Pvt Ltd

Image consulting

In-House AgencyInMobi

Interactive Avenues

International DataCorporation

IPG (interpublicgroup)

Isobar

ITSA Brand Innovations Ltd

J. Walter Thompson

Joshbr CommunicationK WebmakerKleward ConsultingKnowledge Stream

Komli Media

Langoor

Law & Kenneth| Saatchi & SaatchiLeadboltLeo Burnett

Lodestar UM

LogiqueBrainConsultancy

Madison World

Maxus

McCann Erickson

MEC Global

MediaComMediaValueWorksMeritus Media

Millward Brown

MINEcreative agency

Mogae Media

MudraCommunicationsMullen Lowe Lintas GroupNetBiz SystemsPvt. Ltd.Niche MindsNielsen

ODigMa

Ogilvy & Mather

OMD

Pace (interpublicgroup)

Perfect Relations

PRHUB

PS Live

Razorfish

Regalix

Reprise Media

Richter Agency, Inc.

Ronak Advertising

Samsung Media

Shobiz

ShowbizManagement

SMG ConvonixSocial Radius (US)

SokratiSpan Communication

Strategic MarketingServices

Synapse Marketing Consultancy Pvt. Ltd.

Text100 GlobalIntegrated Communications

The BrewhouseThe Practice

Thought trainsTMP WorldwideAdvertising andCommunicationsTribal Worldwide

TritonCommunications

TSC

TV18 Unipro Education Pvt. Ltd.

Universum Global

Value 360Communications

WATConsult

WebchutneyWebduniyaWunderman

Yorke CommunicationsZinnov

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Localytics

LogmycallsLYRIS

M2M

Mail Chimp

Mailmerge

Mandrill

MarketoMicrostrategy

Mixpanel

MS CRM

MS Dynamics

MS Dynamics - AnalyticsMS Dynamics - CRMMS Dynamics Marketing

MVWNet insightNielsen

NudgespotOctanceODM

OracleQualitative &Quantitative Research

R

Act-on

Adds

Adobe MarketingSuite

Airwave

AppAnnie

Axela

Calling

Campaign MonitorCanva

Capillary

Cartesian

CIARA

CLP

Cognus

Coremetrics

CRM software

Crystal

Database MarketingSystem

Demand base

Digital Marketing

DropboxDynamics

Ecircle

eloqua

EmailERPExactTarget

Excel

Experian

FlashFlurry

G. DriveGoogle

Google AnalyticsHadoopHooplaHootsuiteHubspotIndigenous

InfluencersInhouse Tools

InmobiJigsawKissmetricsLead Formix

Lead411Leadsguard

Linkedin

Appendix B - Tools List

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RainmakerSalesforceSAP

SAP customizedsystem

SAS

Seem AdWordsSiebelSilverpop

SMSSPSS

SQL

SugarCRMTableauTapjoy

Taylored EmailCampaigns

Unica modules

WhatsappWIPXtrfy

YieldMo

Zoho CRM

ABOUT US

Paul Writer was founded in 2010 with the vision to be the go-to destination for senior marketers seeking best practices and trends in marketing. We do this by providing a community platform for peer to peer learning, conferences for networking, thought leadership and marketing advisory.

We partner with clients to create outreach opportunities within our CXO community or help them build their own vibrant network of professionals with a combination of online and offline programs.

Marketing Services: Positioning strategy, community-as-a-service, campaign management

Custom Publishing: video interviews, case studies, research reports, articles in Marketing Booster (weekly e-newsletter and bi-monthly print publication)

Conferences & RoundTables: Well-designed conferences of 150+ senior marketers on a horizontal marketing trend or vertical specific issues. We also design intimate hosted programs of 25 CMOs, curated agendas for conference-in-conference requirements, brand visibility, appointment-setting, product demos, research, recognition programs

Community Management: Build a sense of community among users/prospects by designing a program that recruits, recognises and rewards them through an omnichannel outreach program that encompasses a range of communication tools

Paul Writer was founded by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE. With offices in Bangalore and Gurgaon, clients include Adobe, Cisco, Dell, Hindustan Times, LinkedIn, Microsoft, SAP.

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Paul Writer Strategic Services Pvt Ltd102, Trump Tower, 5/2 Eagle Street Langford Town, T: +91 80 4096 5053

Bangalore, Karnataka 560 025 – India

www.paulwriter.com