What Technologies Are Marketers Investing In? - eMarketer

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What Technologies Are Marketers Investing In?

Technology helps marketers better understand consumers

December 16, 2015

Marketers are ramping up their technology investments to better understand consumer needs and behaviors. Technologies to power social marketing, digital commerce and marketing analytics are the highest priorities, per July 2015 research.

Leading Technology Investment Priorities According to Marketers in North America and the UK, July 2015 (% of respondents)

Gartner surveyed more than 330 organizations in the UK and North America on their 2015 marketing budgets and 2016 expectations. Almost two-thirds of respondents said that social marketing and digital commerce were leading technology investment priorities.

Additionally, 61% of marketers said that marketing analytics were a priority and more than half of respondents were prioritizing tech for customer experience and advertising operations.

Technologies in Which US Executives Are Investing* to Improve Sales Productivity, Sep 2015 (% of respondents)

Consumers have high expectations these days for everything from customer service to personalized omnichannel experiences. Marketers believe technology has been playing a role in increasing those expectations.

To keep up with consumer demand, as well as the maturing technology ecosystem, marketers have been making significant investments in technology. A September 2015 survey from Forbes Insights and Brainshark revealed that more than half of US executives said they were investing in sales enablement technologies to improve sales productivity. And more than half of respondents said they were investing in analytics and CRM. Although just 32% of execs said they were investing in social, it was still on their radar.

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