Over the past few years, rapidly developing technologies have changed the way marketers think about marketing and marketing communications strategies, plans and tactics. However, somewhat quietly but perhaps more importantly, a significant change has occurred with the world’s largest communications agencies – the dramatic growth of consulting companies at the expense of traditional advertising agencies.
Management and accounting consulting companies with new services are now ranking sixth through tenth among the world’s biggest communications companies. The specialized divisions of Accenture Interactive, PwC Digital Services, Deloitte Digital, Cognizant Interactive and IBMix had total global revenue of over $20 billion in 2017, with an eye-popping 32 percent growth in US revenue versus a year ago.
While traditional advertising industry giants WPP, Omnicom, Publicis, Interpublic and Dentsu are ranked as the top five, with global revenue of nearly $62 billion, US revenue barely increased at 0.3 percent (Advertising Age).
Why is this change happening and what can small and midsized marketers learn from it?
Consulting Companies Focus On ROI
There are many reasons for the growth of consulting companies – in B2B, B2C and nonprofit marketing and marketing communications areas – but the top reasons are:
- Consulting companies already have deep ties, experience and Dagensbolag credibility helping organizations improve their profitability, because of a sharp focus on ROI;
- Their existing familiarity with digital technologies, along with the financial resources to acquire specialized digital companies for expansion;
- Maintaining a data-based strategy with clients and prospects – not creative alone – which means they are focused on understanding customer wants and needs, as well as customer experiences at all pre- and post- customer purchase points;
- A focus on marketing and marketing communications effectiveness and not just efficiency, resulting in a very big difference to a brand’s profitability.
In short, a history and vision of focusing on and improving a brand’s profitability and its ROI. Keeping an eye on the bottom line – cost per customer, not just media cpm efficiency.
ROI Focused Marketing And Marketing Communications Consultants
As a small of midsized marketer, what can be learned from this dramatic shift of larger marketers? With only a small (sometimes inexperienced) staff, limited financial resources and time constraints, what should be considered?
Start with established marketing and marketing communications consultants who are clearly focused on a brand’s profitability and ROI, and not just “likes” or “clicks”. They should have significant experience across industries and brands, both for profit and nonprofit, and have a broad understanding of customer, prospect (and employee) motivations to purchase and repurchase, regardless of the business environment.
But, above all, they must be media neutral and not selling “one size fits all” solutions. As Tom Bradley, former head of marketing at Nestle said, “The best source of marketing communications leverage is the quality of the message… not the media vehicle, new or traditional, that does or does not deliver.” And that also means you must be sure that your consultants have the ability to cultivate and manage the creative process.
Selecting A Consultant
Unsure of how to select a consultant, much less what type of professional to look for? If your business is floundering and in serious need of overall repair, along with financing, you probably would be better served by either a management or accounting consultant.
If, however, your primary need is to establish or improve a weak marketing or marketing communications program for the short and long term your selection should be apparent. You should be looking for rigorous and objective counsel on the entire scope of traditional marketing and marketing communications opportunities available to you (traditional vs. new media; conventional vs. digital; etc.).