Mike Lane is CEO of Fluency, providers of Robotic Process Automation-powered solutions for the digital advertising industry. getty.
The idea that proprietary tech should add value, is good one the question of if you should make that investment is not simple one to answer, though..
hardware and software costs, additional, specialized headcount and the soft cost of retasking existing team members..
it makes more sense to look for ways to save time rather than lose time trying to build system that might be obsolete shortly after it's up and running..
From investment standpoint, trying to build platform represents risky bet time and opportunity than have succeeded.
The C-suite should consider how the expense of advertising execution relates to the company's value proposition — its business.
In age of rapid change, no brand can, profitably build and use these types of tools at the same time..
the best that tool can ever do is complement your value prop.
By internal marketing team, Taken together with the hard and development cost factors, the value prop question is relevant if you're considering this kind of investment for use.
You know the math involved in justifying capital expenditures for initiatives that improve the bottom line reducing material costs, improving distribution, adding SKUs, etc..
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