DMA: Programmatic, Mobile Payments Lead Marketing Tech Adoption

A new report by the Data & Marketing Association (DMA) finds that programmatic advertising and mobile payments are the leading technologies being adopted by marketers today with 32% and 31% of the marketers surveyed using them, respectively. Notably, virtual reality (VR) and beacon technology lagged behind with only 7% and 4% of those surveyed using them, respectively.  

The findings in the DMA’s annual Response Rate Report aim to serve as a benchmarking tool for marketers and their business partners to measure their initiatives against the industry.

Among the report’s other findings:

--Just 31% of the marketers surveyed are using mobile payments.

--Paid search showed the highest increase in response of digital channels and it also posted the second-largest increase in usage, jumping from 37% to 55%.

--Social media registered the biggest year-over-year increase in usage, from 47% to 69%, and is the favored channel for driving brand awareness. (The DMA’s 2016 report found that social media was the best-performing mobile marketing channel).

--Email marketing remains a leading profit generator for marketers, with 50% planning to increase their usage of email in the coming year.

--The consumer’s shift to mobile has solidified the role of email in the marketing mix, with 81% of the marketers polled reporting that mobile email open rates are the same or higher than desktop open rates.

--Online display advertising’s ROI and response rate has fallen to last place among all media channels, despite a 16% increase in usage.

--The average number of marketing channels being used has jumped from to 3.4 from 2.7, with only 11% of marketers using only one medium.

The 2017 Response Rate Report is based on data from an online survey deployed from February 2017 until May 2017. Respondents come from the DMA and Demand Metric communities, and received an incentive for completing the survey as described in the Methodology chapter of this report. A total of 592 responses were collected. The survey experienced a 41% completion rate.

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