High Costs, Complexity Deferring Agencies’ Adoption of Emerging Marketing Technologies

For all the complexity inherent in their work, though, agencies are only now beginning to awaken to the critical role that technology plays in their marketing process. And despite the emergence of some leading-edge visionaries, most agencies remain locked in a “wait-and-see” attitude when it comes to technology, hoping that their clients will ultimately show them the way to technological innovation.