What's Topping Marketing Managers' 2016 Wish Lists? - eMarketer

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What's Topping Marketing Managers' 2016 Wish Lists?

Improving the marketing technology toolset is a top priority for managers in 2016

March 14, 2016

Implementing new marketing technology tools remains a top priority for marketing managers, according to a December 2015 survey conducted by enterprise marketing firm Black Ink ROI.

Top Priorities for 2016 According to US Marketing Managers (% of respondents)

Among the senior and midlevel managers who responded to Black Ink’s study, 56% reported marketing technology as a key priority for 2016, placing the field among the top four disciplines mentioned.

When considering the marketing technology tools most likely to be purchased this year, respondents to Black Ink’s survey mentioned business intelligence, marketing automation and customer interaction as top areas of investment.

Marketing Technologies that US Marketing Managers Are Most Likely to Purchase in 2016 (% of respondents)

Six in 10 respondents mentioned business intelligence, while marketing automation and customer interaction were tied for second place, mentioned by 57% of respondents.

Marketing managers’ interest in marketing automation isn’t a surprise. Many marketing professionals in recent years have cited the tool as a key area of investment, particularly for those in the business-to-business sector.

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