Marketers Evaluate Their Hybrid Agency Ecosystem

Gartner 30 Apr 2021 01:04

Marketers are in no way, shape or form abandoning their agencies. Nor are they moving all work to in-house agency teams. But the tumultuous year of 2020 reveals new opportunities for clients and their agencies as evident by Gartner’s 2021 Magic Quadrant for Digital Marketing Agencies.

So what ARE marketers doing?

As a result of looking for improved opportunities to balance and optimize their agency ecosystem, marketers are:

  1. Actively evaluating their entire agency ecosystem to improve and prioritize the alignment of the marketing work to business goals. Marketers must ensure the right resources are assigned to the deliver the most effective business outcomes at scale.
  2. Ensuring that the resources can help them flex as the market shifts. Marketers know the market can and will shift at any moment. They cannot afford to miss revenue opportunities. Nor can they appear tone deaf to an important cultural shift that hit the news that morning.
  3. Securing fiscal accountability by efficiently and effectively managing all internal and external marketing resources. In the last year, many marketers lost budgets and headcount. They have led teams through a reorganization or consolidation.  Marketers may need to redesign the marketing organization to allow for business shifts such as a renewed emphasis on digital commerce and personalization.
Justify In-House Agency Benefits Beyond Cost Optimization

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