What trends will have the most impact on marketing technology (martech) effectiveness in the coming months and years?
Ascend2, a research and marketing firm for martech and digital marketing companies, and its research partners surveyed 145 marketing influencers during the week of October 22, 2018. The results were compiled into a 15-page report called Marketing Technology Trends . The report includes the opinions of all the market segments responding to the survey. Specific market segments are reported on separately by Ascend2’s participating research partners.
Here are highlights from the report.
Current martech situation
Nearly two-thirds (63%) of marketing influencers say they are now working on implementing the marketing technology needed. Fewer than one in five (19%) say they have completed implementing martech, while another 15% are just talking about it.
Top strategic priorities Increasing
ROI (65%) and improving marketing efficiency (57% ) are the top priorities for a martech strategy to achieve, according respondents. Marketing efficiency is a primary driver of marketing ROI.
Martech strategy success
58% of marketing influencers consider a martech strategy to be somewhat successful at achieving top priorities. More than one-third (36%) consider their strategy very successful or best-in-class when compared against the competition.
Barriers to success
The most challenging barriers to marketing technology success are integrating disparate systems (52%) and attributing revenue to marketing (47%