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

“As the integrated service provider becomes a reality, technology will play an increasingly critical role in defining the agency landscape over the coming years,” said Bruce Biegel, senior managing director at Winterberry Group. “Competitive advantage will fall to those players that generate profitable customer insights, while effectively and efficiently managing the campaign execution process—all of which will be facilitated by technology expertise and usage.”