Digital Agencies Look to Invest More Money in Software and Hardware - eMarketer
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Digital Agencies Look to Invest More Money in Software and Hardware

Some 44% of respondents plan to change their digital marketing platform

May 2, 2016 | Marketing Technology

Senior-level digital agency professionals plan to make several business changes in 2016. According to a survey from Kentico Software and Millward Brown, many are looking to invest more money in software and hardware.

Business Changes that Senior-Level Digital Agency Professionals Worldwide Plan to Make in 2016 (% of respondents)

Slightly more than eight in 10 senior-level digital agency professionals said they plan to hire more people. And, more than seven in 10 said they plan to invest more money in software.

Nearly two-thirds of respondents said they will invest more money in hardware, and more than half said they outsource more work.

Other business changes that senior-level digital agency professionals plan to make this year include acquiring a company, as well as change their CMS or digital marketing platform.

Technologies US Senior-Level Agency and Marketing Professionals Are Interested in Learning About in 2016 (% of respondents)

Digital agency professionals are not the only marketers that are shifting their focus to marketing technology.

According to research from Rocket Fuel, a marketing technology trend to look out for is the growing interest in DMPs. The platforms, which help businesses aggregate marketing information from across a variety of channels, were mentioned as a very or somewhat-interesting technology to learn about in 2016 by more than 90% of respondents—higher than any other technology.

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