Gillis: Adding Incremental Value Isn't Enough
When is adding incremental value not enough? According to Colin Gillis, President of Click Capital, networks incrementally adding value is not going to be enough to get agencies to use yet another technology. “The amount of effort to the amount of spend is way out of whack,†he said, especially when online still only accounts for 8 percent of most marketers’ budgets.
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Sean Kegelman, SVP Partnerships for VivaKi Nerve Center, corroborated those claims. “Doing more with less is something we continue to face year after year.†He said agencies are now looking at “how to create the ability for smaller teams, smarter teams to have more impact at a scale level†and to deal with the complexities of working with different networks. Simply put, agencies could use better tools to deal with that complexity, because not only is it difficult to manage different platforms with small teams, but “within scale, there’s also a tremendous amount of waste.â€
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