US marketing executives are ramping up on acquiring marketing technology, according to research from Conductor, a web presence management and search engine optimization company. More than six in 10 marketing execs polled in November 2016 said they use anywhere between six and 20 marketing technologies.
Conductor asked the 387 marketing executives how many technologies their marketing team currently uses—including social tracking, SEO tools or workflow managers. The largest share of respondents, 38%, said they use between six and 10 marketing technologies. Nearly a quarter use between 10 and 20.
By comparison, 29% of marketing execs said they use five or fewer marketing tech solutions; very few respondents use more than 20 marketing technologies, the survey found.
As marketing technology becomes a standard part of managing a business, many companies have become comfortable enough with the concept to shift from their initial focus on platforms, and to focus instead on data.