Clients have never been more focused on getting a good return on their marketing investments. Anderson and MENG found that “marketing ROI” had jumped to become the most important trend to marketing executives. Social media also cracked the top 10 this year, although many are sick of hearing about it.
Historically, most agency reviews have been focused around reviewing agency outputs rather than the outcomes they produced. RFP documents included a plethora of questions about a broad range of agency capabilities but asked very little about the results those same campaigns produced.
Well, the game is changing and changing fast. An increasing number of the current RFI’s and RFP’s are including many more questions like the following:
“Please be sure to include results reporting actual numbers versus generic statements like; significantly exceeded target etc.” (If for confidentiality reasons you are not able to share actual numbers then please go ahead and index them)
Clients are doing their homework and they want to know not only how creative and innovative your work is, but just as importantly how effective is it.
This increased focus outcomes should not come as a surprise to agencies. A recent survey conducted by Anderson and Meng, found that “marketing ROI” had jumped to become the most important trend to marketing executives. Social media also cracked the top 10 this year, although many are sick of hearing about it. Interestingly Social ROI ranked in tenth place, reinforcing the importance of ROI overall.
This ROI focus has caused considerable angst for those agencies that do not bother to track results or alternatively are embarrassed to share disappointing performance or outcomes. The bottom line is that the situation is not going to get easier. In fact, I expect that it will not be long before most or all agency reviews will be significantly influenced by outcomes (results) versus outputs (The work alone).