eMarketer: Are clients open to the idea of agencies providing them with analytics tools?
Engel: Marketers and advertisers are sitting on massive silos of data, which they’re asked to provide value against. When an agency comes in and says it can activate all those data sources, the lightbulbs turn on for brands, so they’re definitely open to it. It might be different from how the brand has operated in the past, but if they come across an agency and technology provider rolled into one, they see the potential to move faster and be more agile.
It really is a no brainer for an agency to deliver this type of service, as there are rev-gen business propositions that can emerge from the data.
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