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Two new reports: The good news is marketers will spend more on martech
The bad news: They’re overwhelmed by data, have too many dashboards, and don’t know how to use the tools.
Two recent reports on marketing technology paint a similar picture:
Spending is up, but so is confusion.
Conductor’s new study on marketing executives’ relationship with technology, “Marketing Executives Reveal Their 2017 Marketing Strategy,” found that 70 percent will spend more on martech next year than this year. This is the content intelligence platform’s first report on the topic.
Similarly, a report from customer journey platform Kitewheel — “The State of MarTech and AdTech: Customer Journey Investments in 2017” — said that 81 percent of ad/marketing agencies plan to buy ad/marketing tech next year. Eighty-two percent selected between one and five new technologies this year, encouraged to do so by senior team members. Almost a third are using more than ten marketing technologies.