Clients are keenly aware that – from strategy to customer experience to reputation management –their success is intricately tied to their ability to create engaging and meaningful experiences across whatever platforms make the most sense for their brand.
Digital expertise on the client side has continued to grow for a number of reasons, including:
Digital shops are reporting a significant jump in retainer-based work as well as client education and training services.
One of the most significant changes in the past 12 months has been the increase in the percentage of agencies providing education and training services to clients who have developed internal teams to handle digital production and maintenance. That figure rose a whopping 25% in relative terms, from 28% of respondents in 2013 to 35% in 2014.
55% of marketers describe their organization as “sophisticated” or “very sophisticated” in digital marketing. As client organizations assert their increasing digital marketing sophistication, they’re taking more digital projects in-house.
There are significant discrepancies in client and agency