Although most marketers have adopted some form of martech at this point, new research shows that many are still just beginning to test the waters in terms of familiarizing themselves with martech platforms.
RSW/US recently conducted the “2019 Marketing Technology Survey Report,” and the majority of marketers (58%) said that while they are reasonably well-versed in terms of martech platforms, they believe that they could know more. Twenty-four percent said that they’re still trying to figure them out, while only nine percent claimed that they are on top of them.
About 46% of marketers say that there are simply too many offerings in the martech space, making it challenging. Nearly 55% claim that they don’t have the time to read up on martech platforms, and 45% find many of them to be too expensive.
Many Marketers Still Working on Integrating Martech
As it turns out, many marketers are still working on implementing martech into their strategies, according to previous research.
Ascend2 recently conducted the “Marketing Technology Trends Survey,” and statistics showed that the majority of marketers (63%) are still “working on it” when it comes to implementing martech. Furthermore, most respondents (58%) have only been “somewhat successful” at achieving their top priorities with their martech strategy.
About 52% of marketers say that integrating disparate systems is their biggest challenge. This is followed by attributing revenue to marketing (47%) and increasing marketing ROI (36%).