Marketing technology is becoming an important part of marketing budgets, and 2018 was not different. According to Gartner's CMO study, Martech has absorbed nearly a third of marketing budgets, making marketing technology the primary investment area for resources and marketing programs. And, according to the survey, investments are expected to continue to increase in 2019.
According to the survey, the management companies have spent an average of 25% of their martech budget on three channels: search (11.2%), email. (5.9%) and the website (7.6%). Marketing and customer analytics platforms accounted for 8.9%, indicating the need for measurement tools to continue supporting these programs.
Why You Should Care
As investments in Martech increase, marketers should expect an increase. visibility on the performance of digital marketing. Direct channel allocation should be a top priority for digital marketers and organizations that want to innovate and advance their marketing programs.
Other key findings
Marketing spend budgets stabilized in 2018, remaining stable at 11.2% on average Marketing technology now accounts for nearly a third of the marketing budget, while internal investment in the workforce are losing actions. One in six investors spent by the CMOs is invested in innovation, despite doubts about the skills and capabilities available to support these programs. CMOs struggle to align marketing indicators with business priorities, emphasizing brand awareness as a strategic measure # 1 instead of customer value and return on investment (ROI).
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