Be more honest about digital or face axe, agencies told

The days when agencies could pull the wool over their clients’ eyes about the effectiveness of their digital marketing activity appear to be well and truly over with most marketers seeing this smoke and mirrors approach as grounds to sack their agency.

That is according to a new study by AI marketing platform Ask Bosco, which has partnered with OnePoll to quiz 100 UK marketing managers to reveal industry insight on digital marketing reporting.

The research found the industry’s need for transparency, accuracy, and actionable insights in digital marketing reporting and significant challenges faced by businesses in their interactions with digital agencies.

The survey, which included respondents currently or previously using digital marketing agencies and engaging in online advertising, showed that nearly all (95%) of those surveyed have experienced situations where their digital agency selectively highlighted positive metrics (“nice numbers”) while downplaying challenges or less favourable outcomes.

However, more than three-fifths (62%) have stopped or considered stopping their collaboration with a digital marketing agency due to insufficient transparency in reporting.

Even more (73%) have ceased or contemplated ceasing their partnership with an agency because of a poor level of analysis and actionable insights.

The overwhelming majority (90%) of clients agree that digital marketing agencies should offer more transparency in their reports by providing easily accessible data and clearer insights, while over three-quarters (77%) have identified inaccuracies in reports due to human error.

Overall, the top five most important factors when considering reports from digital marketing agencies are clarity, accuracy in forecasting, actionable insights, transparency, and customisation to specific needs.

The study maintains that the findings expose a profound trust deficit in the digital marketing industry, with businesses increasingly dissatisfied with the lack of transparency and the quality of insights provided by their agencies.

The report states: “The practice of selectively reporting favourable metrics undermines trust and hampers businesses’ ability to make informed decisions based on a complete and accurate understanding of their marketing performance.”

Ask Bosco head of product Emily Hakner commented: “The digital marketing industry is at a critical juncture. Our survey indicates a strong demand for greater transparency and more insightful reporting and underscores an urgent need for reform in the digital marketing industry. Businesses are calling for greater transparency and accountability, with a clear preference for reports that provide easily accessible data and clearer insights.”