Most Marketers Have Restructured to Take Advantage of New Technologies - eMarketer

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Most Marketers Have Restructured to Take Advantage of New Technologies

They have also created explicit roles that deal with martech

November 15, 2017 | Marketing

A new study from Chief Marketing Technologist underscores just how important marketing technology has become to many marketing leaders.

More than a quarter (26.9%) of respondents polled in September said they are completely restructuring their marketing and IT departments to make better use of marketing technology. What’s more, 14.9% hadn’t yet started such an undertaking, but planned to do so within the next 12 months.

Marketing Leaders Worldwide Who Have Restructured Their Marketing and/or IT Departments to Better Leverage Marketing Technology, Sep 2017 (% of respondents)

Meanwhile, others are ahead of the curve. Nearly 19% of marketing leaders polled had restructured their marketing and IT departments within the past year, while another 12.4% did so more than a year ago.

But reorganizing a department is just one way that marketers are investing in marketing technology. Having someone explicitly in charge of leveraging the technology is another.

In the study, 52.7% of respondents said they already had taken steps to name a martech leader. And while 21.5% said they didn’t have anyone in such a role yet, they had plans to within the year.

By and large, marketing technology has become a standard part of managing a business, and many companies are already shifting away from their initial focus on platforms to focus more on data.

—Rimma Kats


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