Marketers' Priorities Are Misaligned for Budgeting, Automation Needs - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Marketers' Priorities Are Misaligned for Budgeting, Automation Needs

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

January 4, 2017 | Marketing Technology

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

New in eMarketer PRO This Week



  • Forecast: US Wearables Users, 2016-2020, with Breakouts by Age, Gender and Generation
  • Report: US Digital Ad Spending Benchmarks by Industry, H2 Update
  • Statpack: Canada – Consumer Time and Advertiser Dollars
  • Report: UK Digital Trends for 2017


Not a PRO subscriber? Find out how to become one.

TRENDING REPORTS

$89500

BUY

$2,99500

BUY

$1,49500

BUY

$4,99500

BUY
  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »