A report from eMarketer clearly indicated one big growing trend in marketing — the adaptation to marketing technology, especially with all the tools available. A poll from Econsultancy that posted earlier this year indicated that eight in 10 marketers stated that they would increase digital marketing technology spending for this year, versus seven in 10 from the previous year. That’s a big leap from the two in ten that stated they would stay the course, while only 1 percent intended to spend less.
Still, it’s taking some time for certain companies to adapt to such tools, as the acceptance is going at a lower rate than expected. eMarketer reports that some concerns have arisen with certain marketers when it comes to using technology.
A poll hosted by the site (with help from Accenture) indicates that security concerns are the biggest problem with acceptance, with 51 percent of those polled stating that it could be a problem. In second place, 41 percent felt that keeping pace with digital advancements could be an issue, while finding the right partners to master the technology sat in third place with 37 percent.
Other reasons on the poll why there would be sign for concern include exploiting the potential of digital, internal technical integration issues (which could also tie in with security), the overlapping of technologies becoming difficult to manage and the lack of digital-focused leadership.
So while it appears that there’s no easy solution that can resolve all of these matters, that isn’t stopping some companies from trying to put their best foot forward in finding them anyway, if only to see how effective marketing tech can be in their overall plans. It’s just a matter of “getting over the hump” as it were, solving one problem at a time and creating a marketing plan that could work. Oh, and of course, having the right security in place, since that seems to be the biggest concern.
