Successful Senior Marketers Must Understand Marketing Tech - eMarketer

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Successful Senior Marketers Must Understand Marketing Tech

Many marketing professionals are shifting their budgets to marketing technology

July 27, 2016

More than three-quarters of US senior marketers feel that understanding marketing technology has become increasingly important to their success, May 2016 research revealed. Nearly two-thirds of senior marketers in Western Europe feel the same way.

Skills that Are Becoming Increasingly Important* According to Senior Marketers in the US vs. Western Europe**, May 2016 (% of respondents)

Marketer-aligned data and analytics technology company DataXu, Morar Consulting and WithPR surveyed 532 senior marketers from the US, France, Germany, Italy, Spain and the UK. Respondents held senior roles including chief marketing technologist, CMO, director of marketing, head of marketing, marketing manager and VP of marketing.

In total, more than two-thirds of respondents in the US and Western Europe said understanding of marketing technology is becoming an increasingly important skill for successful senior marketers. This skill set was identified as the second most important only to creativity—and ranked slightly higher than other skills such as understanding digital media and managing people.

Change in Data-Driven Ad/Marketing Spending According to Ad/Marketing Professionals Worldwide, 2015 & 2016 (% of respondents)

Marketing technology has been top of mind for many marketing professionals for some time now, and many are shifting more budget and attention to it.

Data from Rocket Fuel found that two marketing trends likely to see more activity this year are programmatic buying of TV and data management platforms (DMPs).

Furthermore, spending on marketing technology continues to grow. Indeed, a survey from the Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group revealed that ad and marketing professionals worldwide planned bigger spending increases on data-driven activities in 2016 compare to a year prior.

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