Cloud Computing Tops Executives' Tech Concerns - eMarketer

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Cloud Computing Tops Executives' Tech Concerns

Marketing automation is still a challenge

November 11, 2015

Technology is a perennial concern for businesses. The challenges of dealing with a constantly evolving space are always changing—and inescapable.

Technologies that C-Level Executives Worldwide Believe Will Be Important*, June 2015 (% of respondents)

According to a June 2015 survey by IBM, nearly three-quarters (72%) of C-level executives worldwide said that technology was changing the competitive landscape. That puts it just ahead of market factors and significantly higher than any other response.

Of the technologies out there, 63% of respondents believe cloud computing services will be particularly important in the near term. While, mobile solutions (61%) and internet of things (IoT) were also significant, cloud computing was top of mind.

When it comes to marketers, cloud computing falls under the umbrella of marketing technology or marketing automation. And there’s no question that marketing technology is changing the way organizations strategize their efforts. September 2015 research by EverString revealed that more than one-third (38%) of US B2B marketing professionals said their organization had a basic tech stack, with CRM as well as marketing automation. One-quarter of respondents said their company had CRM in place and was exploring marketing automation.

Level of Marketing Technology Maturity at Their Company According to US B2B Marketing Professionals, Sep 2015 (% of respondents)

While there are marketers who may have the right tools, or are simply testing them out, marketing automation is challenging for some. A December 2014 survey by Experian Marketing Services polled senior marketers worldwide and almost one-third of respondents (31%) said marketing automation—utilizing the most appropriate technology to orchestrate and manage timely customer interactions—was one of the leading challenges for them.

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