Marketing Agency Clients Expect Market Research and Digital in 2021 and Beyond

Marketing Agency Clients Expect Digital and Market Research in 2021 and Beyond

New Survey Study from S2 Research Reveals Marketing Firm Client Perceptions

HENDERSON, Nev. – Matt Seltzer with S2 Research, a market research consultancy that partners with agencies and marketing teams, published a new survey report today that sheds light on how CMOs, VPs of Marketing and other marketing decision makers are thinking about advertising agencies, public relations firms and marketing firms over the next two years.

The survey report, ‘Marketing Decision Makers & Marketing Firm Relationships,’ is based on a two-month-long survey of marketing decision makers across North America. More than 350 individuals with decision-making power over their company’s marketing firm relationships participated, and the results were aggregated to identify trends, patterns and overall attitudes.

A few key insights from the report:

·        Marketing firm clients ranked digital marketing, market research, direct marketing and copywriting/design as the most important tactics for their marketing.

·        Nearly every client expects their marketing firm to conduct regular ongoing market research as part of the work they perform on their account.

·        Those with final marketing decision say anticipated more involvement from their marketing firms over the next year compared to those who only have influence on marketing decisions.

·        Those marketing teams not currently working with a firm had lower perceptions of agencies in virtually every way compared to those currently working with an agency or firm.

The full survey report is available to download free on the S2 Research website.


Matt Seltzer is a market research partner for marketing teams and agencies.

Founded in 2019, the S2 Research brand was developed by Seltzer so he could better focus his consulting efforts toward professional marketers, providing much-needed market research methodologies to their overall marketing processes. For more information, visit or call 702-494-8936.


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