The importance of marketing technology will only get bigger in 2015, based on an August 2014 study by Econsultancy in association with Teradata. The research noted that the demand for technology was growing thanks to marketers’ continuing prioritization of personalization and customer centricity.
Indeed, marketers worldwide were all about the consumer when asked about technology investments. Improving customer service and satisfaction was the primary reason for putting money toward new technology, cited by 62%. Increasing customer retention and providing a better customer experience also scored high marks. Meanwhile, respondents were less focused on purchasing new tools to increase return on investment or save a few dollars in the end. Read the rest at eMarketer.