MERCADEO Versión en español
Budgets are limiting marketing technology investment
Manuela Walfenzao| 23 de octubre de 2015
El presupuesto es la barrera número uno para la implentación de tecnología de mercadeo
According to eMarketer the marketing technology space is seeing substantial growth, but lack of budget and difficulty of implementation continues to be an important fact for the industry. A study by Walker Sands found that marketers are split on whether their firms are doing enough to adopt the right technology. More than half believe their company does not invest the right amount in marketing technology, and 42% said the marketing technology in place at their company is not up-to-date or sufficient for helping them do their job more effectively. While they wait for more investment, marketers are researching and learning about marketing technology. This is an important part of this technology purchase cycle. 59% prefer to engage with marketing technology vendors during the beginning of the purchasing process. Despite of this, peers recommendations and experience are far more influential in the purchase decision. Almost a third of marketers look to their peers or colleagues as the primary source to first learn about new marketing technology. There are several factors holding companies back from implementing new marketing technology services. Budget is the No. 1 barrier, according to 69% of those interviewed. Difficulty of implementation, integration and resistance are other key factors.
Diario de Hoy
Noticias relacionadas (5)
9 de octubre de 2015
Twitter amplía sus anuncios en preroll como parte de su nuevo programa de video
