The Future of Marketing Technology Report

What really matters, the technology or how you use it?

Our industry is becoming less open to technology vendors’ promises, and much more focused on the question “how will this help me serve my customers better?”

The appetite for new technology remains strong – over half of those who responded to the survey for this report confirm that they are open to trying out new technologies. However, when we drilled down into the figures around the things that people are trying to achieve with their marketing programmes, a strong trend began to emerge. Marketers want to get closer to customers and are more interested in using technologies that can help them achieve that ambition rather than just being early adopters.

The survey confirms that one of the biggest challenges for technology to solve is the complexity of content marketing. The fact that almost as many respondents are prepared
to invest in this area as recognise its importance, shows how widely marketers have come to appreciate that sending out mass messages to your customers is no longer going to capture their loyalty.

In this report we worked closely with Technology for Marketing (TFM) to survey the UK marketing industry about the technology that is shaping the future of marketing, about how they feel towards it, how they can see their businesses embracing it and more.

The Future of Marketing Technology Report is split into two clear sections, both of which offer valuable insight into the marketing landscape.

The future of marketing technology, which includes:

  • How do marketers feel about new technologies?
  • Attitudes around influence and investment towards marketing technology trends
  • The Marketing Technology Purchasing Matrix
  • Why the tight fist on the purse strings?
  • What tech innovations would be most useful?

And A focus on data, which includes:

  • Data capture methods
  • Data management
  • Attitudes towards data capture and management

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