Marketers and advertisers scratch their heads wondering about creative new ways of engaging with their audiences online, even as they struggle to catch up with yesterday’s definition of “digital marketing.”
Exploiting analytics, emerging technologies and growing social media channels sound obvious to an outsider, but advertisers and their ad agencies are not geared to tackle digital in the same way as traditional media. The lack of specialized talent, strategic alignment and scale are the key challenges inhibiting many advertisers and agencies from running optimized digital campaigns.
At HfS Research, we have seen a sharp increase in interest by organizations in leveraging external partnerships for improving marketing operations. Research by IBM shows that in the next three to five years, marketers will focus on growing their external partnerships specifically in online advertising, as it is an area of key investment and growth.
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