Investigación de ANA sobre las tecnologías disruptivas
In 2016, marketers’ biggest obstacle was the ability to meet consumer expectations for real-time interactions and services, according to the new ANA’s Marketing Disruption Research. This is the third study conducted by the Association of National Advertisers (ANA) to find out which marketing disruptions are increasing in significance and how brands have found success in dealing with them. Despite this obstacle, in 2016 marketers were better able to meet consumer expectations by leveraging what once appeared to be their biggest threat: technology. “Brands that invested in marketing technology yielded an average of 10 percent new revenue from their marketing campaigns” said Kerry Breen, Senior Manager, Marketing Knowledge Center at ANA in a post at the association website. According to the research, 45% of respondents said their marketing and IT teams do not collaborate, making it difficult to integrate technology into their marketing processes or measure results. So many are planning to reverse course during the next two years by investing in personalization tools, content platforms, and social and analytics technologies. “The research shows us that making a commitment to technology investment and the development of digital skill sets can lead to significant results” states the research. “Having an effective marketing technology strategy in place is critical to keeping up with customer demands” said Todd Kaiser of the ANA’s Marketer’s Edge research program. For those experiencing marketing disruptive forces, ANA offers resources in its solutions set, where they can “discover how best in class companies are surviving and thriving in the face of constant change.”
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