小X的奇思幻想

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我们的客户到底希望agency能带来什么价值，中国的客户我们没有做过具体的行业调查，在imeia上面看到了老美针对行业的普及调查，我们看看到底他们的需求点在什么位置

Service industries服务型行业
Seth Greenberg, director of online advertising and internet media at Intuit, shared the perspective of companies in the services industry, listing their top needs as follows:

1. Innovation to help them stay at the forefront of the industry 通过创新形式，让客户保持行业领先
2. New business models/revenue streams 新的商业模式和利益点
3. Providers that are dedicated to creating marketing partnerships -- in which everyone has a stake in the game and is willing to share some of the responsibilities -- not just vendor relationships 提供者也是市场营销的合作伙伴，每个人都分担责任，而不只是供应商的角色

Healthcare and financial 金融行业
Hilary Weber, director of internet marketing services at Kaiser Permanente, shared some information on the healthcare and financial services categories. She said that these are two of the most challenged industries right now, and will be feeling the impact for the longest. Their top suggestions reflect the need to meet these particular challenges:

1. The need for better targeting and more flexible solutions. "As they have no time and money to waste, marketers in this category want shorter-term tests and proof of concept, so they can be more judicious with spending," Weber explained.更准确和多变的解决方式，"我们不能浪费时间和金钱，我们需要短期的效果和证明概念的结果，我们对于投放更加审慎"
2. Like service industry marketers, they want their vendors to show that they have a "skin in the game," acting as a proactive partner rather than a vendor.希望供应商能够加入到“比赛”，承担更多有效合作伙伴的角色
3. Vendors need to incorporate results data into campaign plans for continuous improvement over time.供应商应该分析数据，加入到广告活动中。

Entertainment and retail 娱乐业和零售业
Kofi Dwinfour, senior marketing manager for digital media marketing for A&E Television Networks, represented the entertainment and retail categories. He remarked that the economy has had a different impact on his sectors, and it has affected some components much more than others. For example, he has found that TV is doing very well, though live theater isn't. Considering this, Dwinfour reported that the biggest needs in these categories are: 

1. We need to focus on robust metrics that will "tell me why" we need a service.我们希望关注健全的衡量方式，让我们明白做的理由
2. Integration. We need solutions on multiple platforms.整合，多平台的解决方案
3. As with other categories, Dwinfour recommended that vendors share the risk in order to share the reward. "We need flexibility. Show you have a stake in our success. Look at different ways we can compensate each other," he said.

Restaurants, automotive and travel餐厅 汽车和旅游
Danielle Wolfson, in charge of brand communications, online marketing at Taco Bell, represented the restaurants, automotive, and travel categories, which are all in different positions in the current marketplace. Wolfson said that while fast food was still doing well -- "People are spending, though they are downgrading their choices" -- the automotive and travel sectors are having a much harder time: "Pressure has increased. Time is very valuable -- we need to make it work," she said.

Wolfson outlined her wish list for marketers in these categories:

1. Targeted test market media pricing. "They are looking for partners to be able to duplicate results of a local market test and do it just as cost efficiently for us," Wolfson said.
2. Ad network site transparency. "We care about the content we are around, and we are challenged with ad networks because we never know where we are going to be, so we appreciate the disclosure you provide."
3. Customized campaigns/cross-platform campaigns. "We want ideas specific to our brand, and we want to see that we can translate the concepts across multiple media."
4. Offer up unique opportunities. "Let us know how we can use our unique strengths to work with you to monetize our business. Think outside the box -- it will help us differentiate ourselves from our competitors and pitch things to our upper management at the same time."

CPG消费品包装业
Brian Frederick, who is the senior interactive marketing director at Black & Decker, represented the CPG category. He reminded vendors that in the current economic landscape, little wins are now as important as big ones, and the CPG marketing wish list reflected this: 

1. Case studies that are relevant to our company and our business. Your presentation should be one that lets clients know you understand their target market and seasonality. "We have to sell your ideas up to our superiors, so if it's already in a sales approach that we use, it helps us to know and to prove that our partnerships are working," Frederick said. 
2. Find a way to improve couponing (to improve trial) by eliminating waste.找到一种提高coupon使用率的方式
3. Like most of the other groups, CPG wants to feel like vendors have a stake in their success or failure. "The big idea is a start, but co-investing is a must," he said.
4. Lastly, vendors should provide mobile solutions, not just ideas.