How CIOs Can Improve Digital Marketing Strategies
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Spending Focus
69% of senior marketing pros say the digital marketing budget will increase in 2015, compared to 48% who say the traditional marketing budget will increase. -
Goals of New Tech Spending
To improve customer service: 62%, To increase customer retention: 59%, To deliver a better customer experience: 55%, To boost channel ROI: 35%, To reduce marketing spend and increase efficiencies: 25% -
Pressing Agenda, Part I
44% of senior marketing professionals consider tech integration to be a top priority for marketing, with 12% saying it's the highest priority. -
Pressing Agenda, Part II
59% say data integration is a top priority, with 14% of those marketers saying it's the highest priority. -
Tech Investments to be Made Within the Next 12 Months
Marketing attribution system: 36%, Marketing cloud and marketing app management system: 32%, Audience management system: 28%, Testing and conversion optimization platform: 25%, Data management platform: 22% -
Top Criteria for New Tech
Full integration capabilities with other tech: 49%, Privacy and data security: 45%, Potential for rapid development of new features for future needs: 29%, Ease of use for marketers without IT's involvement: 26%, A feature set that meets current needs: 21% -
Top Challenges for Tech and Data
Managing campaigns across many channels of scale: 52%, Managing workflows that are inefficient due to tech issues: 39%, Applying insights from one campaign to another: 38%, Losing time to data integration and data transfer: 31%, Losing accuracy due to data integration issues: 28% -
Digital Channel Budget Breakdown
Digital advertising: 17%, Search marketing: 16%, Content: 15%, Website: 14%, Social: 11% -
Customer Customization
37% say personalization-based tech capabilities are a top priority, and 5% say it's the highest priority. -
Consumer Focused
49% say customer-centrism is a top priority, and 15% indicate that it's the highest priority.
Marketing departments are planning to spend considerably to enhance their digital capabilities, according to a new survey from Teradata Marketing Applications. The accompanying report, "Enterprise Priorities in Digital Marketing," reveals that CIOs and their tech teams must work closely with marketing to deploy tech that improves customer service and retention. These deployments must fully integrate with existing systems, while being capable of adding on additional features as future demands dictate. Among those present-day or near-future demands: the personalization of the customer experience. "Strategic direction is only as powerful as the investment that supports it," says Darryl McDonald, president of Teradata Marketing Applications. "We've been talking about personalization for years. Now, through digital marketing, custom analytics and marketing as a service, the appetite is real and true personalization is the future. Only a customer-centric strategy that combines technology and data can deliver sustainable opportunities for businesses to drive top-line growth." More than 400 senior marketing professionals participated in the research. For more about the survey, click here.
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