The Pearlfinders Index - Quarter 3 2010
Welcome to the Pearlfinders Index, taking the temperature for the third quarter of 2010.
When analysts talk about opportunities in the marketing services sector they tend to examine agency profits, marketing spend and the channels commanding them. Though fine for corporate planning, these are of limited value as practical pointers for agencies looking to plan their next new business campaign. So the Pearlfinders Index collects and analyses a large sample of first-hand data on the opinions of marketing decision-makers. It enables us to map the entire market for emerging trends on preferences for marketing support, confidence to increase spend, inclination to review, and interest in new techniques.
Download Q3 2010 Index PDF
Desirable Disciplines
From a broad range of data we drill down to specific disciplines to analyse the trends and patterns most relevant to your area of expertise. For each discipline we produce a summary of our findings, which you may download by clicking on the links below.
Digital
While much is being written about geolocation-based social media platforms, it's still a relatively quiet subject for senior marketers. While it's been mentioned in under 6% of the conversations we've had about digital marketing, this is increasing, and it's certainly creating a level of curiosity. As witnessed at social media's birth, this means that agencies with thoughts about how brands can use and drive revenue through geolocation will find themselves in demand. As Facebook Places continues to build interest, we expect to have lots of conversations with marketing buyers about it in the final quarter of 2010.
While we've noticed a tapering in typical web design and build projects, there's still a great deal of work for agencies to win. As has always been the way with the digital industry, applied expertise with emerging technology, will ensure you receive a warm welcome and secure a seat at the table with a brand's overall marketing strategy.
Download Q3 Index : Digital PDF
Design & Branding
The number of overall design and branding opportunities for agencies slightly decreased in the third quarter of the year, however for agencies with a pro-active nature there is still opportunity in many areas. The Leisure and CPG sectors have seen relatively consistent growth throughout 2010, and the B2B market is most certainly investing greater amounts in this area. The CSR theme is continuing to evolve, and agencies consistent with what a company is trying to achieve and not what they’re trying to communicate will see rewards.
While decision-makers have spoken slightly less of a need for branding and design agencies, much can be read between the lines. Many are discussing their thoughts on online branding and its integration into the overall marketing and communications mix.
Download Q3 Index : Design & Branding PDF
Advertising
As the US advertising sector continues its recovery from 2009, we’re seeing marketers confident of retaining customers and taking the gloves off to win new customers and increase share.
Seasonal trends continue to deepen with ever more Leisure spend during the summer months, and notable decrease in specific gender targeting in each quarter. As 2010 moves to a conclusion, we advise adjusting new business tactics to factor in fewer new decision-makers joining companies in the winter months, and focus on scooping up rapid turnaround project work for the holiday season.
Download Q3 Index : Advertising
PR
In recent months we’ve seen the continued evolution of online PR channels. They’ve proved their worth to many sectors not only as an engagement tool but to contribute to customer services, loyalty, market research and corporate comms objectives. That said, many of the decision-makers we spoke to note a need to better balance these channels with traditional PR. This can perhaps be demonstrated best by social media’s use in the nonprofit sector, where although online comms play a vital role in engagement and encouraging conversation, it is often the traditional channels that drive the bulk of donations.
Social media’s position in the marcoms mix continued to fuel debate. General consensus is that whilst PR shops are well positioned to take ownership of the channel thanks to an understanding of how it fits with media outreach and reputation management, creative shops are fighting their corner as providers of impactful social media campaigns. It is evident that agency partners need to deliver via social media both short-term, high-impact results and longer-view brand building if they’re to be seen as the best fit for the job.
Download Q3 Index : PR