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. â€œThe amount of effort to the amount of spend is way out of whack,â€ he said, especially when online still only accounts for 8 percent of most marketersâ€™ budgets.
Sean Kegelman, SVP Partnerships for VivaKi Nerve Center, corroborated those claims. â€œDoing more with less is something we continue to face year after year.â€ He said agencies are now looking at â€œhow to create the ability for smaller teams, smarter teams to have more impact at a scale levelâ€ 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 â€œwithin scale, thereâ€™s also a tremendous amount of waste.â€