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- What is a 'call to action'?
A call to action is an advertising and marketing concept. It is a request or instruction to âdo - What is a Competitor Spotlight Survey?
The Competitor Spotlight survey is the first step Momentum take before undertaking any web project. - How do the different Momentum services work together?
A range of SEO services form the Momentum 4-step approach to beating your competitors and increasing
Ad agencies "ill-suited" to online marketing say firms
Many businesses feel that traditional advertising agencies are "ill-suited" to providing them with online marketing solutions, a new survey from Sapient reveals.
The poll of more than 100 chief marketing officers (CMOs) in the US and UK carried out by Evalueserve found that 52 per cent of respondents thought that traditional, large agencies were not suited to meet their needs.
Almost half (49 per cent) of respondents said that they thought traditional advertising firms had trouble thinking beyond print and TV media models, which were no longer effective ways of engaging customers who got their information mainly through digital channels.
"Innovation doesn't just mean snapping some cool digital programs into a conventional advertising platform," said Sapient chief creative officer Gaston Legorburu.
"Two of the greatest challenges companies are struggling with are how to measure the effectiveness of the marketing spend and how to operationalise their entire digital strategy."
Among the most important factors to a CMO when choosing a marketing partner were quality of creative content, innovation and strategic value and cost, the report stated.
According to one respondent, an "innovative" firm would be using cutting-edge new technology such as local search, video on demand, corporate blogs and broadcasting.
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