Forrester Research produces research not news flashes, so their latest study won’t come as a big surprise. Nevertheless, it’s interesting to hear the details of what most of us already know. Courtesy MediaPost:
The study illustrates a major rift between marketers and agencies with some harsh survey results: On aggregate, agencies scored a dismal Net Promoter rating of 21%, showing just how few marketers in the fourth quarter of last year would have recommended the same agency services they themselves pay for.
Indeed, according to the study, marketers today view ad agencies as the least competent among service providers to deliver marketing technology.