Insights for advertising agencies
Advertising agencies, which we call now as marketing communications
or brand building agencies, are changing grounds globally with digital
and social media playing a major role whilst some traditional still
Mark and Comm Limited (MNC), an integrated strategic marketing,
reputation communications consultancy and a boutique think tank recently
carried out a survey during the month of February titling Digital and
Social Media Study [Agency side] in Sri Lanka on how digital and social
media is trending in Sri Lankan agencies, and how the landscape of the
traditional tools, taking into account the present and future demand of
There were very useful and valuable insights, and MNC is more than
happy to share this latest report with you.
The study revealed from 22 respondents consisted senior key
executives throughout agencies in Sri Lanka such as Chairman, CEOs, COOs,
and directors and managers involved in branding and client services.
Illustration One: Current priority from clients for agencies in
Sri Lanka (2011)
The study was highly focused and narrowed, with a clear audience.
The below were the results and insights.
The study has revealed that agencies in Sri Lanka are moving towards
the whole new digital and social media with Facebook suggested mostly
taking social networks into account, and that there is an increasing
consideration towards integrating these two mediums to bring out a
wonderful mix in place.
However there needs to be healthy, ethical competition and an essence
to work together with the whole ecosystem in Sri Lanka not fight and
pitching in for projects.
Critical mediums for Sri Lankan agencies at present
When asking as to whether has digital media particularly pointing out
social media hit the Sri Lankan advertising industry as a whole, 55
percent confirmed yes followed by 36 percent stating maybe and it will,
along with a nine percent being pessimistic saying no, it hasnt.
Interestingly, when asking whether digital and social media has hit
their agency in particular, 55 percent confirmed yes, it has followed by
36 percent stating somewhat yes and a nine percent stating no.
Current priority from clients for agencies in Sri Lanka (2011)
Illustration Two: Future priority for agencies and clients
When surveying what their clients overall are giving priority to the
current context (Illustration One), there were some very interesting
insights. Yes, as we all know the traditional is the priority for now,
along with the new media being somewhat a priority.
Print, television and radio ranked the highest priority with a 100
percent score, followed by Outdoor with 81 percent confirming a priority
whilst 21 percent stating somewhat or not at all a priority, and
sponsorships and endorsements with 82 percent confirming a priority
whilst 18 percent stated its somewhat or not at all a priority.
Email marketing received a 60 percent confirming somewhat yes,
followed by 32 percent stating not at all a priority at the moment. A 50
percent said its somewhat a priority when it came to Online advertising
(banner ads, etc), with nine percent stating its priority whilst 41
percent stating not at all a priority.
A 69 percent stated that blogs and online forums are not at all a
priority, with 31 percent considering its somewhat a priority. Finally,
coming to social media, 59 percent responded that this area is somewhat
a priority when it came to their clients demand, with 36 percent stating
its not at all a priority, and five percent stating high priority.
Critical mediums for Sri Lankan agencies to meet client demand
When surveying about the critical tools the agencies will use in the
future (Illustration two), and to meet the requirements of their clients
demand, the new media, social media, online advertising, and blogs and
forum along with email marketing was highly scored yet with traditional
such as Outdoor, television and radio, sponsorships and endorsements, as
well as print still remaining high.
Future priority for agencies and clients demand
Social media was scored 95 percent as important; Blogs and Online
forums hitting up 82 percent as important followed by 14 percent stating
its somewhat not important and four percent stating not applicable; 86
percent responded that online advertising is important with 14 percent
stating its somewhat not important; 69 percent stated email marketing is
important followed by 23 percent stating its somewhat important and 10
percent stating not at all important or applicable; Outdoor caught a 86
percent importance rate with four percent stating its somewhat
important; a 95+ percent stated that television and radio as well as the
print medium will continue to remain as a priority tool along with
sponsorships and endorsements gaining a 83 percent importance rate with
18 percent stating its somewhat not important.
Sri Lankan agencies will suggest Facebook
Interestingly, when inquired as to which tools they will suggest to
their clients taking Facebook, Twitter, LinkedIn and an own Blog site
into consideration, Facebook received a 90 percent critical rate
followed by having an own blog site which scored a 57 percent stating
that its critical with the rest stating that its somewhat critical; 36
percent stated that Twitter, the micro-blogging tool, is critical yet
with another 36 percent stating it can be somewhat suggested with the
rest stating out that its not critical; and finally, LinkedIn was on a
downside with 41 percent stating its not at all critical and not
suggested yet with 32 percent stating its critical and 27 percent
stating that its somewhat critical.
Facebook even hit up the frequency rate when asking the respondents
how often they themselves get into social networking sites with options
of Facebook, LinkedIn and Twitter. 55 percent stated that they login on
a daily basis, with a 27 percent once in 12 hours and 18 percent on a
Twitter followed the second place with nine percent logging in once
in 12 hours, 23 percent on a daily basis, nine percent on a weekly and
23 percent again on a monthly basis yet 36 percent said they never login
Twitter. LinkedIn again got the worst place with half of the respondents
saying never, nine percent on a daily, 14 percent on a weekly, and 27
percent on a monthly basis.
All advertising agencies surveyed stated that they already have a
digital unit in place, and have already trained people overseas and
getting projects on the way, with a very few seriously thinking about
having a digital unit within their agency.
Every respondent stated that digital and social media is a key player
and is the future of advertising and brand building though many rely on
the traditional mediums there is optimism to integrate them. This
research and study is done by MNC, and is published to bring in open
knowledge and insights.