One can’t stress it enough: Marketing technology is now a must-have for marketers looking to stay competitive. Results from January 2015 polling by Econsultancy in association with Oracle Marketing Cloud provide further evidence that investment in the space will continue to rise this year. Among client-side marketers worldwide, nearly eight in 10 said they would increase digital marketing technology spending in 2015, vs. 70% in 2014. One-fifth said this would stay the same, while just 1% intended to spend less.
A/B and multivariate testing tools should see the biggest investment, with half of respondents intending to up spending there. CRM technology was close behind, cited by 48% of respondents, and about four in 10 marketers intended to put more money toward marketing analytics as well as conversion and optimization tools.
Despite having plenty of room for growth, marketing automation was of far less concern, as were ecommerce platforms. In addition, just one-fifth of respondents intended to up spending on attribution, another problem area. Read the rest at eMarketer.