Marketing Technology: Do You Have a Strategy?

February 27, 2017

By Kerry Breen

Persistently increasing consumer expectations and constant advances in technology are among the disruptions making it increasingly difficult for marketers to remain relevant to their audiences. For every new app, platform, or measurement tool that emerges, there is a test-and-learn period and yet-to-be-discovered best practices. For the third year in a row, the ANA conducted research to find out which marketing disruptions are increasing in significance and how brands have found success in dealing with them. 

In 2016, marketers’ biggest obstacle was the ability to meet consumer expectations for real-time interactions and services.

Results of the new research reveal that the top disruptive force changed from 2015 to 2016. In 2015, marketers were most challenged by the pace of new technology, but in 2016, their biggest obstacle was the ability to meet consumer expectations for real-time interactions and services. Brian Deffaa, group VP of marketing at SunTrust Mortgage explained, "When consumers are ordering t-shirts they can get the same day from Amazon and streaming movies instantaneously, they are expecting that kind of service in all parts of their lives."

There is positive news for brands, though. In 2016, marketers were better able to meet consumer expectations by leveraging what once appeared to be their biggest threat: technology. Brands that invested in marketing technology yielded an average of 10 percent new revenue from their marketing campaigns.


But there's still room for improvement. Almost half of respondents said their marketing and IT teams do not collaborate, making it difficult to integrate technology into their marketing processes or measure results. Many said they plan to reverse course during the next two years by investing in personalization tools, content platforms, and social and analytics technologies. Todd Kaiser of the ANA's Marketer's Edge research program weighed in. "Having an effective marketing technology strategy in place is critical to keeping up with customer demands. The research shows us that making a commitment to technology investment and the development of digital skill sets can lead to significant results."

To learn more about the disruptions facing today's marketers, visit the ANA's Marketing Disruption research page. The ANA Marketer's Edge program uses research to deliver practical tools, benchmarks, and best practices to ANA members. Learn more about the research, connect with the Ask the Expert service, and discover curated resources and solutions on each research topic.



Further Reading
Marketing Disruption: Technology to the Rescue 

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