Marketers Struggle to Leverage Ad Tech For Mobile And Web

Marketers Struggle to Leverage  Ad Tech For Mobile And Web
SHARE
THIS



One in two marketers report fragmented technologies impede their ability to create a consistent experience for consumers according to a survey released by real-time, cross-channel technology company Signal.

The first global study of its kind, Signal’s Cross-Channel Marketing and Technology Survey found that marketers clearly recognize the importance of integrating the data-driven tools they utilize for email, ad-serving, search marketing, data collection, attribution, CRM and more. A powerful majority (nine in 10) believe that connecting the disparate tools in their company’s marketing technology stack would improve their ability to innovate, personalize consumer interactions, send timely messages, boost loyalty, evaluate campaigns, and increase return on marketing investments.

However, 51% of marketers say they have yet to integrate marketing technologies beyond the most basic level. Fewer than one in 20 marketers reported having a fully-integrated technology stack. This lack of coordination is a key factor preventing marketers from reaching the holy grail of true, cross-channel engagement with consumers across their laptops, smartphones and tablets.

Signal conducted the survey in September to better understand the challenges faced by marketers in getting more value from their technology stacks. Survey respondents included 281 marketers spanning 16 vertical industries in the U.S., Canada, Latin America, Europe, Asia and Australia.

“Marketing technology is advancing at lightning speed,”said Mike Sands, Signal CEO. “Marketers are spending more on technology and they’re under pressure to fully optimize their tools across channels and throughout the customer journey.”

“It’s not enough just to buy the latest technologies. In order to deliver cutting-edge customer experiences, marketers need to improve coordination between their tools and power them with high-quality, up-to-the minute data,” Sands said.

The survey found that:

  • 67% of marketers believe the technology landscape is evolving rapidly or at light speed
  • 53% have steadily or significantly increased technology spending in the last 3 years — and a significant portion are constantly evaluating new tools
  • 63% report the tools in their technology stacks are underutilized
  • 51% feel that their technologies don’t help them achieve true cross-channel marketing coordination
  • Only 4% feel well-prepared to move forward with cross-channel marketing based on their technology stack capabilities
  • Just 9% of marketers believe that technology is their strength

For many years the dominant strategy in digital marketing has been adding more and more single-point solutions to solve the challenges of the day. But consumer behavior has outpaced the ability of marketers to respond with the right message at the right time in the right channel.

“Consumers expect personalized and timely interactions as they move between digital devices and offline channels such as call centers, stores, and kiosks,” said Joe Stanhope, Signal’s senior vice president, marketing.

“It’s clear that marketers need a new approach to create the level of engagement today’s consumers expect, and meeting that goal requires a roadmap for making their data and technologies work better together.”

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]