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Melding Marketing and Ad Tech a Challenge for B2C Companies

Cost is a key factor

June 14, 2017

A new study by Forrester Consulting finds that marketers face significant challenges when merging their advertising and marketing technologies, including a concern that this type of convergence would cost too much.

Nearly a third of US business-to-consumer (B2C) advertising and marketing decision-makers polled in March 2017 said that cost was one of the barriers their company faced. But it wasn’t the only challenge.

Barriers to Merging Advertising and Marketing Technologies at Their Company According to US B2C Advertising/Marketing Decision-Makers, March 2017 (% of respondents)

The study, commissioned by LiveIntent, also found that many respondents—roughly four in 10—said their company faced difficulty working across internal silos. And nearly a third (31%) struggled to coordinate with external partners.

Difficulty integrating advertising, marketing and customer data was also a barrier three in 10 respondents said their company faced.

Nonetheless, when asked when their company would converge its marketing and advertising technologies, more than half of respondents said within two years.

One in five said their company planned to combine marketing and advertising technologies within a year, and a further 4% said they planned to do so within six months.

Very few said they had no plans.

Rimma Kats

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