Today, agencies must deliver technology — in addition to creative — expertise, and many traditional agencies struggle to adapt. In fact, marketers view advertising agencies as least competent among service providers to deliver marketing technology.Marketing services companies - such as mine - are the best placed to deliver these tools to our clients - who better understands the challenges, has the broadest experience of the different tools and can identify best practices from across industries ? If all that is true (and I think it is), then what is going wrong? The report points out that a bigger share of the overall marketing budget is being allocated to marketing technology and that agencies are competing with internal groups, system integrators and consultants for the right to provide these services.
Technology used to be at the service of marketing, today it increasingly defines it, if agencies are to retain their place - they must accept and embrace this.