Which Agency Services Are Clients Using the Most?
At Setup, we are actively engaged with the Client and Agency sides of marketing since we are the bridge between the two. Based on our conversations with both sides and our surveys, we have a finger on the pulse of the needs and trends within the marketing industry.
According to the Setup Marketing Relationship Survey, Clients leaned more heavily into content creation and video in 2023 than previous years by 15%. Since video content is more accessible to all types of people and is easier to consume and understand in short bursts, it makes sense that Clients would take advantage of platforms like Instagram Reels, TikTok, and YouTube Shorts.
Why is video so appealing to brands?
It humanizes them. Brands are able to showcase their personality in a way static ads and content can’t get across. Also, video allows brands to be more informal, allowing content to be made cheaper and faster.
The reach is wide. According to SEMRUSH’s digital report, YouTube reported over 1 billion hours of streaming - print may be “dead,” but video is very much alive.
It’s an easier forum to digest. Whether it’s a comedic or educational video, having an audio and visual element allows viewers to customize their experience. Whether it is just listening to the content while performing a task, or increasing the playback speed to get more content in per minute, consumers can approach it on their timetable. (How many of you have kept your phone on the counter with Reels or TikTok playing while getting ready? Don’t lie.)
Not to mention, video platforms are where consumers are now. There is no denying that Millennials and Gen Z have immense purchasing power. Even if they don’t have as much income compared to Gen X and Boomers yet, Millennials and Gen Z are spending. A McKinsey report found that “Gen Z and Millennials across all income groups had the highest intent to splurge, at 55 percent and 54 percent.” And the younger generations who are spending more happen to be into short form content. HubSpot reported that “57% of Gen Z prefer short videos to learn about products and services.” Platforms like TikTok, for example, have over 1 billion users and in 2022, of those users, 78.4% are under 40 (Statista). A report about TikTok users in the US in 2023 stated that “76 percent of users aged between 18 and 24 years were on TikTok. In comparison, approximately 70 percent of U.S. teens were on TikTok and interacted with the app on a monthly basis.”
More than half of the Clients we surveyed wanted more help with their video and content from agencies, and that is because it connects them with their consumers.
Other services Clients needed agency marketing support on included:
Media Planning and Buying
Public Relations
Branding/Identity (Though, this was less of a priority from previous years. Based on our survey data over the years, we believe the pandemic and 2020 caused many brands to reflect and reevaluate their brand, whether that was their mission statement, operations, or look. Now that we are some years away, that is still a priority, but not as much.)
Direct Marketing/Email/CRM (This was more of a priority compared to other years. Brands are looking to break through the noise and get through to the consumer.)
On the other end of the spectrum, Clients are not looking for help in Multicultural or Shopper Marketing.
What does this survey data mean for brands?
Are you working with a marketing agency that fits your needs? If you’re doubting it at all, you can evaluate your partners using this free Agency Evaluation Scorecard.
If reading this made you realize you need to get into the content game, then you should contact us. We work with a number of agencies that we thoroughly vet to connect with brands free of charge. If you’re looking for a more specific opportunity, we do perform a “Custom Agency Search.” Read about the different offerings here.
What does this survey mean for agencies?
Reevaluate your partnerships as well! How does your Client currently feel about your services? Is there an opportunity to upsell? You’ll never know unless you start those conversations.
Also, knowing what Clients are looking for can help your agency hone down internally on what departments and services you should focus on. Need help looking under the hood of your agency and finding out your strengths and weaknesses? Setup offers an Agency Assessment service where we uncover truths and action items from your Staff and Clients. Read about it here. If you need help developing your BD team, check out Business Development training here.
So we know what marketers preferred in 2023, what about 2024? Setup has conducted the Marketing Relationship survey for 6 years and we just opened up this year’s survey. If you are an Agency or Client, we would love to hear from you so that we can continue to keep a pulse on our industry and spread the word! Take the 2024 Marketing Relationship Survey here.
Setup CEO + Founder, Joe Koufman, sat down with Melodie Nakhle, the Global Chief Marketing Officer for Amway, to talk about simplifying complexity, building strong partnerships, creating alignment across teams, and leading with curiosity, courage, and accountability.