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

• Seeking to maintain their influence in the marketing process, agencies are in the midst of an unprecedented wave of restructuring initiatives that typically include brand repositioning, service expansion, talent development and experimentation with new pricing models

• Marketing automation systems are garnering interest within the agency environment, but many feel it is too early to purchase enterprise-wide systems, opting instead for home-grown, customized solutions and external corporate licenses through client organizations