Marketing Technology Budgets Still on the Rise - eMarketer

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Marketing Technology Budgets Still on the Rise

Just 2% of marketers plan to trim investments

December 14, 2016 | Marketing

Marketing technology perennially tops the wish list of marketers, whether to drive leads or get more value out of data. Next year is no different. According to research, seven in 10 marketers expect to increase their marketing technology budgets in 2017.

Expected Change in 2017 Marketing Technology Budget/Investment According to US Marketers (% of respondents)

To drill down on those investments, marketing and public relations firm Walker Sands Communications and Chief Marketing Technologist, a blog focused on marketing technology, polled 335 US marketers. The survey was limited to professionals currently working in the marketing department of a company or organization.

Half of US marketers said they expect to slightly increase their marketing technology investment, meanwhile one in five said they expect to increase it greatly. Some respondents, a little over a quarter, said their budgets will remain the same, while just 2% said it will decrease slightly.

Percent of Marketing Budget Allocated to Marketing Technology Tools/Vendors According to US Marketers, Oct 2016 (% of respondents)

The study also found that most marketers devote less than 25% of their marketing budget to marketing technology tools or venders.

Roughly a third said they allocate between 1% and 10%, and another 36% of respondents said they allocate between 11% and 25%. Few respondents (9%) allocate more than 50% of their budgets to marketing technology tools or vendors.

—Rimma Kats

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