Marketers Struggle to Balance Marketing Technology Tools and Talent - eMarketer

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Marketers Struggle to Balance Marketing Technology Tools and Talent

Executives wonder whether they are fully leveraging their tools’ potential

May 18, 2016

Many large- and midsize businesses are integrating marketing technology into their toolsets, creating a variety of challenges as the companies struggle to process large amounts of data and integrate competing platforms. In fact, research suggests many executives are uncertain if their firms have the right talent and resources to maximize their investment.

Attitudes Toward Marketing Technology Use at Their Company Among Marketing Technology Practitioners Worldwide, Jan 2016 (% of respondents)

According to January 2016 research from Real Story Group, many executives believe their companies are not fully using their marketing technology investments. Executives in Real Story Group’s survey were split as to whether their organizations had the right marketing technology tools, with 47% agreeing and 47% disagreeing. Executive opinion was also split as to whether their firms had the necessary internal expertise to process the data produced by such marketing technology efforts, with opinion once again tied at 49% agree and 49% disagree.

This concern surrounding the lack of internal knowledge about marketing technology also translates into executive doubts as to whether businesses are using such software to its fullest potential. When asking marketing technology practitioners if they were leveraging the full potential of purchased technology, 61% either mostly or somewhat disagreed with the statement.

Marketing Technology Practitioners Worldwide Who Are Leveraging the Full Potential of Purchased Technology, Jan 2016 (% of respondents)

As the budgets, and time, required to implement marketing technology efforts continue to increase, expect executives to pay more attention to how they can better streamline existing marketing technology toolsets moving forward.

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