Commentary

MarTech Effectiveness in 2018

The technology available to marketers is changing rapidly. The technological needs of marketers is also changing, becoming critically important to business success. But what trends will have the most impact on marketing technology (martech) effectiveness, asks the "Marketing Trends Survey." To help answer this question, Ascend2 and Research Partners fielded the Marketing Technology Trends Survey. 145 marketing influencers responded to this survey during the week of October 22, 2018.

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This Survey Summary Report, titled Marketing Technology Trends, represents the opinions of all the market segments responding to the survey. Specific market segments from the survey are reported on separately and exclusively by participating Research Partners.

 

Survey Market Segments

Number of Employees

 

More than 500

29%

50 to 500

34%

Fewer than 50

37%

Role in the Company

 

Owner / Partner / CXO

33%

VP/Director/Manager

51%

Non-Mgmt Professional

16%

Primary Marketing Channel

 

Business-to-Business

63%

Business-to-Consumer

20%

B2B and B2C Equally

17%

Source: Ascend2 & Research Partners, November 2018

 

CURRENT MARTECH SITUATION

Nearly two-thirds (63%) of marketing influencers say they are now working on implementing the marketing technology needed. Less than one-in-five (19%) say they have completed implementing martech while another 15% are just talking about it.

Which best describes the Current Situation as it applies to implementing the marketing technology needed

Completed it

19%

Working on it

63%

Talking about it

15%

Doing nothing

3%

Source: Ascend2 & Research Partners, November 2018

 

TOP STRATEGIC PRIORITIES FOR A MARKETING TECH STRATEGY TO ACHIEVE

Increasing ROI and improving marketing efficiency are the top priorities for a marketing technology strategy to achieve, according to 65% and 57% of marketing influencers respectively. Marketing efficiency is a primary driver of marketing ROI.

Increasing marketing ROI

65%

Improving marketing efficiency

57

Attributing revenue to marketing

39

Improving decision making

39

Gaining competitive advantage

35

Integrating disparate systems

30

Improving data security

14

Source: Ascend2 & Research Partners, November 2018

 

MARTECH STRATEGY SUCCESS

58% of marketing influencers consider a martech strategy to be somewhat successful at achieving top priorities. However, more than one-third (36%) consider their strategy very successful, or best-in-class when compared to the competition.

 

How Successful is marketing tech at achieving top priorities

Very

36%

Somewhat

58%

Not Successful

6%

Source: Ascend2 & Research Partners, November 2018

 

BARRIERS TO SUCCESS

Integrating disparate systems

52%

Attributing revenue to marketing

47

Increasing marketing ROI

36

Improving decision making

34

Improving marketing efficiency

28

Gaining competitive advantage

24

Improving data security

17

Source: Ascend2 & Research Partners, November 2018


MOST EFFECTIVE IMPLEMENTATIONS

Technology implemented for content marketing purposes is considered most effective by about half (51%) of marketing influencers. Marketing analytics and email marketing are also considered most effective martech implementations by 47% and 45% respectively.

Most effective marketing technologies to implement

Content marketing

51%

Marketing analytics

47

Email marketing

45

Social media marketing

35

Data management

35

Organic search/SEO

28

Paid search/ad tech

25

Source: Ascend2 & Research Partners, November 2018

 

You can download the summary PDF here.

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