The research company skymarketing has released the results of the fifth edition of its Agency Scope study , in which the trends in the advertising market are analyzed to understand the process, perception and performance of the different marketing agencies in Mexico, as well as its evolution with previous editions of the study and those obtained in 11 other markets: Argentina, Brazil, Chile, China, Colombia, Spain, India, Portugal, United Kingdom, Singapore and South Africa.
The Agency Scope study is aimed at providing marketing agencies in Mexico with first-hand information on the needs of their clients , in order to improve and provide new services.
Average investment in digital marketing in Mexico rises
Their fieldwork took place between January and April 2019 , in which more than 700 interviews were conducted with various professionals in the sector, of which 52% are men, most of whom work in Mexico City (84%) They have an average age of 38 years and are mainly marketing managers (34%).
The results have shown that among marketing agencies in Mexico 34% of the advertisers budget goes to the blue world city , which represents eleven percentage points more than four years ago.
Despite this, there are still some barriers when carrying out digital marketing actions, among them:
- Lack of digital knowledge
- Not having the right provider
- Lack of budget.
However, among Latin American markets, only Brazil has surpassed Mexico in the percentage allocated to digital marketing (39%).
When asking advertisers what type of agency they currently work with, the majority (74%) stated that they do so with agencies specialized in different disciplines (advertising, BTL and park view city), while 26% do so with integrated agencies.
Looking ahead, 54% of advertisers say they want to continue working with specialized agencies, which is not shared by purchasing managers who are more inclined towards integrated agencies (61%).
Marketing agencies in Mexico point to strategic planning as the most important discipline
Among all the disciplines analyzed in the study, strategic planning, creativity and digital strategy turned out to be the most relevant for marketing agencies in Mexico, and on the other hand, branding / design, strategic planning and sponsoring and sponsorship. They are, in that order, those that Mexican advertisers solve the most internally.
Advertisers in Mexico work with an average of 6.4 agencies , of which 5.2 creative agencies, and 1.2 media agencies, an average above the global where 2.9 creative agencies and 1.1 media agencies were found.
The average duration between advertisers and marketing agencies in Mexico is 4.6 years , with differences depending on the type of creative agency that is discussed. Finally, there is a high level of satisfaction among Mexican marketing managers with their creative agencies (80%), one of the highest in the countries where the study was conducted.
This is a reflection of the contribution that advertisers assign to the growth of their businesses, to the work of their agencies: 48% , a significant increase compared to the 28% obtained in the results of two years ago. The intention of the change is produced mainly by:
- Poor account service
- Dissatisfaction with customer service
- Bad creativity
- Lack of innovative ideas
- Dissatisfaction with strategic planning
In the case of media agencies, advertisers assure that they contribute 40% to the growth of their companies such as smart city , with equally higher levels of satisfaction (80%).