Majority of CMOs plan to maintain or increase in-house digital in next two to three years, reveals poll

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29th July 2019 17:15 - Media and PR

Majority of CMOs plan to maintain or increase in-house digital in next two to three years: A poll of chief marketing officers has found that more than nine out of ten are planning to increase or maintain their company's in-house digital capabilities over the course of the next few years. The annual CMO research by Dentsu Aegis also found that almost six in ten (58%) said they are likely to open up more digital and programmatic opportunities internally. They do however believe that agencies will still have a role to play in their future marketing plans, according to the research. 

The global poll questioned 1,000 CMOs across a range of industries in markets including the UK, US, China and Australia. 

It found that the desire to bring in these changes was most prevalent across energy (69%), technology (67%) and telecoms industries (64%). Of all the sectors polled, the least likely to introduce changes were retail and finance. 

The survey found that while many CMOs are planning to bring more work in-house, four in ten still anticipate spending more on agencies, with just 6% saying they believe they will work with agencies less. 

Among the sectors where CMOs plan to work more with agencies are automotive (57%) and telecoms (54%), while almost a third (32%) of senior marketers in the media and entertainment business plan to cut agency spend, with those in pharma also planning to reduce agency take-up (28%). 

The survey found that less than half the senior marketers polled (43%) felt that agencies do a good job in terms of the fully integrated solutions they offer. Just over a third (36%) felt that agencies are good collaborators when it comes to 'driving long-term executions". 

The survey also looked at social media and its role within companies and found 50% of senior marketers were planning to invest an increased amount of capital across social media platforms in the next two to three years. Almost eight in ten (79%) said they believed investment and use of digital platforms could optimise and transform their businesses. 

When it comes to how far into the future senior marketers plan their strategies, the poll found almost half did not look beyond two years. 

Will Swayne, global president client solutions at Dentsu Aegis Network, said: “Much has been made of the changing marketing landscape and potential risks for agencies. In the end, though, it’s not the scale of these investments that matters, but what marketers do with them. That creates a huge opportunity for agencies, and this data reflects how we are meeting that need." 



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