Everyone Wants Marketing Tech, so What's Slowing Adoption? - eMarketer
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Everyone Wants Marketing Tech, so What's Slowing Adoption?

Security worries, keeping up with digital changes top tech challenges

March 10, 2015 | Marketing Technology

One can’t stress it enough: Marketing technology is now a must-have for marketers looking to stay competitive. Results from January 2015 polling by Econsultancy in association with Oracle Marketing Cloud provide further evidence that investment in the space will continue to rise this year. Among client-side marketers worldwide, nearly eight in 10 said they would increase digital marketing technology spending in 2015, vs. 70% in 2014. One-fifth said this would stay the same, while just 1% intended to spend less.

Digital Marketing Technologies for Which Client-Side Marketers Worldwide Plan to Increase Investment in 2015 vs. 2016 (% of respondents)

A/B and multivariate testing tools should see the biggest investment, with half of respondents intending to up spending there. CRM technology was close behind, cited by 48% of respondents, and about four in 10 marketers intended to put more money toward marketing analytics as well as conversion and optimization tools.

Despite having plenty of room for growth, marketing automation was of far less concern, as were ecommerce platforms. In addition, just one-fifth of respondents intended to up spending on attribution, another problem area.

Biggest Digital Technology Challenges According to Executives Worldwide, Jan 2015 (% of respondents)

Of course, mastering marketing technology has a long way to go, and with new tools come new challenges and concerns. Past research has found that privacy and data security are critical when deciding which technologies to invest in, and results from Accenture polling conducted in January 2015 were in line with this. According to executives worldwide, security concerns were the biggest digital technology challenges, cited by 51%.

With new tools popping up every day, just over four in 10 found it difficult to keep up with digital advancements, 37% had trouble filtering through all of the options to find the right technology partners, and 36% had yet to take advantage of digital’s potential.

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