Brands are ramping up to spend more on marketing in 2021, with a heavy emphasis on CRM systems, according to a study from Insightly, conducted by Zogby
Analytics.
Of the companies polled, 58% expect to spend more on marketing, and 22% to spend less. Another 20% expect to see no
change.
At the same time, 65% say they know more about their customers in 2021 than they did in 2020.
Insightly and Zogby surveyed 500 marketing decision
makers across a range of industries, including IT services, finance & banking, healthcare, retail, consulting, construction, manufacturing, food & beverage, education.
Their most
important business technology initiatives for 2021 are:
- Customer relationship management — 140
- Data management & reporting — 129
- Sales & marketing integration — 103
- Mobile business management tools — 53
- Marketing automation — 51