The spectrum of such offers is great – but what businesses expect from marketing technologies and how much they give it out
The second most important destination called the company to be more customer-oriented (49 percent). The most important criterion in the selection of new offerings is the respondents full and interdepartmental integration with other applications. An important reason for investment in technology is also called personalization (32 per cent).
Budget decisions, the managers leave, however primarily on experience and gut instinct – and not on data. Nevertheless, they call testing and reliable conclusions as the most important factors influencing the strategic direction of their company. While today the share of marketing spend for digital marketing is only at 25 percent, the companies intend to increase this proportion to an average of 40 percent by 2019.
For the study, a total of 402 marketing executives were interviewed in international business in July 2014. All participants work for companies that generate more than 500 million dollars in sales.
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