Here is reconfirmation that the degree of collaboration among marketers and agency partners continues to increase as digital marketing becomes more complex, requiring more resources and
knowledge to execute around tactics like programmatic media buying and user experience design. Some 52% of marketers said they partnered with two or three agencies in 2016, a higher rate of
collaboration than was seen in either 2014 or 2015, according to eMarketer, citing stats from SoDA, which follows the state of marketing innovation. The study estimates that half of clients relied on
agency partners to help them innovate on products and services, higher than any other category of partner.Read the whole story at eMarketer »
