Email marketers and their higher-ups are planning to spend more on martech this year. And data privacy is top mind according to How Customer Data Platforms Are Helping Marketers Adapt to Change, a
study by Tealium.
Of those polled, 64% list better product protections for customer data privacy as a goal in 2021. In addition, 53% cite more rapid acquisition of new customers and 48% list
more personalized communications, an objective that would cover email.
Overall, 89% of marketers will spend more on tech this year than they did in 2020. And 32% will spend significantly
more.
In addition, 57% expect to see ROI from those tools within six months. But only 30% expect to realize ROI that quickly from their customer data platforms.
With good reason
— 62% say it is difficult integrating new third-party solutions into their stacks. And 53% strongly agree that their martech stacks are walled gardens, meaning they have tools from a single
vendor that limits integration with other solutions.
The beleaguered travel industry is most likely to spend significantly more on tech — 42% say so. Next are hospitality (40%),
healthcare (31%), retail (27%) and finance (22%). COVID-19 has changed marketing priorities, with these becoming more important:
- Managing ad spend across multiple digital channels
— 59%
- Acquiring new customers — 59%
- Providing a unified customer experience across channels — 42%
- Retaining existing customers —
42%
And when it comes to CDPs, here are the most valuable functionalities:
- Visitor stitching/identity resolution
- Ability to ingest online
data from multiple channels
- Ability to activate data in real-time by automatically triggering campaign modifications and other events
- Ability to collect and transform
data in real-time
Tealium surveyed 300 U.S. marketers in November 2020.