Marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms.
The use of data management platforms (DMPs) among industry professionals continues to grow. Yet, those same marketers are skeptical of DMPs' ability to deliver on expectations and business goals, according to research.
Marketers are increasingly adopting and incorporating new technologies into their strategy. According to a July 2015 survey, almost a third of respondents said it takes four to six months to fully integrate new technologies into their marketing efforts.
To some extent, US ad and marketing professionals are using data-driven marketing, according to July 2015 research. Most are primarily using it to maintain databases.
More than a quarter of US CEOs said they plan to increase spending on advertising over the next 12 months, according to research. Marketing and sales promotion is another area they’re focusing on.
Marketers are constantly looking to get value from their data-driven marketing efforts. According to research, insufficient availability or functionality of supporting technology is a challenge to doing so.
When it comes to personalization, marketers may still be stuck on the basics. However, many agree that technology is making it much more straightforward to personalize at scale, according to September 2015 research.
Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.