As a result of the Covid-19 pandemic, many marketing teams have adopted a remote or hybrid work arrangement. While this has hindered collaboration efforts for some, new research indicates that marketing technology (martech) is helping others stay focused on their top objectives.
Optimizely recently published its “Hybrid Work Impacts Delivery of Exceptional Customer Experiences” report, shedding light on how this shift has changed the way marketers operate. Although 92% of marketers said remote or hybrid work impacted their ability to execute campaigns, many used different types of martech to overcome obstacles. About 42% leveraged content marketing platforms to ease the creation and delivery of content, while 40% leveraged existing content management tools/systems or invested in new ones.
Additionally, 33% stated that video collaboration tools were most useful when it came to staying connected and focused.
Marketers Remain Dedicated to Investing in Martech
With more marketers now working remotely, martech continues to grow in importance. Previous research has indicated that it is expected to become a key area of investment within the next 12 months.
Clevertouch released “The State of Martech 2022” report, and statistics suggested that 69% of marketers intend to purchase more martech platforms over the next 12 months. This is despite the fact that 47% of respondents said that they are currently overwhelmed by their existing martech.
“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 authors of the report.