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How are digital agencies helping marketers transform in 2022?

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How are digital agencies helping marketers transform in 2022?


The majority of agencies are looking to partnerships and outsourcing as ways to improve marketing technology services and capabilities, according to a new study commissioned by marketing analytics and business communications platform CallRail.

The study surveyed U.S-based agency professionals in December, 2021 and came away with strong majorities in the response to their 2022 priorities. The verdict was that 87% of respondents said that partnerships are a top priority for their agency, while 78% said outsourcing was a top priority in the new year.

They also expect the job market to get more competitive for in-house hires. Of those surveyed, 81% believe that hiring will be more challenging in 2022 than it was during the previous year.

This doesn’t mean that agencies feel like they’re playing catch-up, they’re just keeping the momentum going. For instance, 86% of agency pros surveyed said their agency added a new offering for clients. An overwhelming 98% said they are satisfied with their agency’s positioning in the market.

Why we care. It almost goes without saying that there has been whiplash in every organization as marketers pivoted their strategies to navigate the pandemic over the last two years, and continue to do so. Agencies often play a role by providing digital services and executing digital strategies for clients as part of their digital transformation.

Services that digital agencies provide shift with the priorities of their clients. The change from 2020 to 2021 is telling. From the same survey, for instance, 43% of respondents said website design and development was a top service provided by their agency in 2020. This dropped down to 25% in 2021. Marketers, with the help of their digital agency, made website redesign a priority early in the pandemic, and didn’t have to do as much development the following year.

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The top priority for late 2021? Social media, for 34% of respondents.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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MARKETING

Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover

“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

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AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

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Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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