Marketers' Priorities Are Misaligned for Budgeting, Automation Needs - eMarketer

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Marketers' Priorities Are Misaligned for Budgeting, Automation Needs

More than a third are aware that their martech efforts are falling short

January 4, 2017

As marketing professionals look to define their digital plans for the new year, it’s crucial to make sure key objectives are prioritized and balanced where the need is. According to December 2016 research from Ascend2, plans for both budgeting and automation appear to be misaligned. While many marketers felt there were obstacles to their success, not many had them earmarked as an important goal.

Most Significant Goals vs. Barriers to Success for a Digital Marketing Plan According to Marketers Worldwide, Dec 2016 (% of respondents)

For example, while 40% of respondents said getting a hold of appropriate dollars was a very significant barrier to success, only 13% said it was a critical goal.

Automating more processes was also lopsided with 37% having cited it as problematic, compared to 23% who said it was an important objective.

Despite the shortcomings for improvements to automation that the research reveals, another study from Winterberry Group and the Data & Marketing Association (formerly Direct Marketing Association) suggested in November that many marketers in North America are aware that their marketing technology endeavors are falling short.

Well over a third of those polled cited a need for sharpened integration of existing technology, recognition capabilities for matching consumers across channels or internal data collection and storage.

—Danielle Drolet

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