Marketers have a wide array of marketing technology (martech) at their fingertips. Now, new research shows that many have become overwhelmed by the options, but this is not dampening their desire to continue investing in this area.
Clevertouch recently published “The State of Martech 2022” report, and statistics indicated that overall, 47% of marketers are overwhelmed by their technology. However, 69% of respondents admitted that they will be purchasing more martech platforms over the next 12 months.
“Marketers are always on the look out for new and exciting tech to both improve the quality of their marketing, and make their work lives easier,” wrote the researchers behind the report.
Generally speaking, the majority of marketers (49%) are looking to equally balance a focus between acquiring new martech and integrating existing technology.
The Growing Investment in Emerging Martech
As marketers turn to more technology to help them achieve their key objectives, previous research suggests that new technology, such as virtual reality (VR), is expected to rise in importance.
Sprout Social conducted its “US Social Media Trends for 2022 and Beyond” report, and data indicated that over the next 12 months, at least 50% of marketers anticipate VR, augmented reality (AR), or extended reality (XR) to play a role in their customer interactions. Approximately 39% stated the same about the metaverse.
“When it comes to emerging technologies, there are two types of crowds: early adopters and those who prefer to wait and see,” wrote the researchers of the report. “Marketers are clear early adopters.”