Survey: 42% of Marketers to Implement a Martech Strategy Within 12 Months

As the investment in marketing technology (martech) continues to grow, new research shows that marketers intend to use this resource more frequently in the coming months.

The “2016 American Marketers Survey” report from the New York American Marketing Association, BrandSpark and Dapresy has discovered that nearly half of marketers (42 percent) intend to implement a martech strategy within the next 12 months. About 37 percent already have one in place.

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Approximately 68 percent of marketers have web content/experience management technology in place. Sixty-four percent use marketing platforms/suites, and 54 percent utilize CRM systems. Thus far, 70 percent say that they have been “somewhat successful” in terms of adopting new marketing technologies. Survey respondents claimed that a lack of resources was their biggest challenge in terms of adoption.

“Respondents believe that marketing is more important than ever before, and adopting new technologies effectively is a must to stay competitive,” said Lukas Pospichal, managing director at GreenBook and the New York AMA.

Over the next 12 months, marketers expect to spend more of their budget on online video (50 percent), social network advertising (49 percent) and CRM/email marketing (44 percent).

Marketers Look Ahead to More Martech Investment in 2017

Recent research showed that marketers were already planning to spend more of their budget on martech in 2017. The “State of Marketing Technology 2017” report from Walker Sands indicated that 70 percent expected their organizations to invest more in marketing technology next year.

About 88 percent stated that they already use more than one marketing technology tool on a regular basis. Additionally, the percentage who said that they feel Martech helps them perform better has jumped from 58 percent to 69 percent year-over-year.

“With other agencies, the tendency is to see a flurry of work initially, and then communication and accountability starts to fall off. Our KoMarketing account team is in contact with us almost daily – it’s like they’re sitting right here in our office. They’re truly an extension of our marketing team.”

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