Roughly half of executives worldwide say analytics and social marketing competences are critically important digital marketing capabilities.
Among US CMOs polled, 40% ranked analytics as one of the top increased management expectations over the past year.
New business development ranks as this year’s biggest challenge, cited by 27% of marketers, echoing the focus on revenue growth.
Positioning was the No. 1 marketing responsibility among B2B marketers worldwide, cited by 90%.
Some 65% of senior marketing executives anticipate spending more on marketing technology in the coming year.
Just 4% of marketers claim to have completely integrated marketing technology.
When evaluating new tools to invest in, nearly half of marketers said it was critical for them to be able to fully integrate the new with the old.
Improving customer service and satisfaction was the primary reason for putting money toward new technology, cited by 62%.
Two-thirds of marketers describe the importance of new technologies to their group’s overall effectiveness and performance as Essential (29%) or Very Important (38%).
Close to two-thirds of B2B marketers employ some type of real-time marketing.