Enterprise Digital Marketing Strategies Expand While MarTech Challenges Remain

As digital marketing continues to grow in prominence, more organizations are adopting a company-wide strategy, but many are underutilizing marketing technology.

The “2016 Digital Marketing Technology Survey” from Real Story Group recently discovered that 59 percent of businesses have a digital marketing strategy that spans their entire enterprise.

About 66 percent said they have access to external digital marketing expertise, while 49 percent said they have expertise internally. However, 47 percent of respondents said they did not have the right digital marketing tools for the job.

Only 32 percent “somewhat agree” that they are using the right digital marketing tools for their requirements. Further, one-third of respondents (33 percent) “somewhat disagree” that they are leveraging the full potential of purchased marketing technology.

“Basic marketing principles have long been known and passed down, but the application of new engagement technology remains difficult,” said Tony Byrne, founder of Real Story Group.

The Use of Marketing Technology in 2016

Previous research shows that some marketers may be unfamiliar with the benefits of martech. Part 2 of Rapt Media’s “Future of Content” report revealed that 98 percent of marketers said they would purchase new content technology if it addressed their measurement concerns.

However, well-performing marketers may already be in touch with the advantages of using industry technology. In the “2016 State of Marketing” report published by Salesforce, 72 percent of top-performing marketers claimed that they intend to increase their spend on martech within the next two years. Only seven percent of low-performing marketers said they were heavy adapters of marketing technology.