With the number of companies in the marketing technology landscape continuing to balloon, marketers are in a tough position to develop a cohesive marketing tech strategy.
Ross BenesAnalyst at eMarketer
96% of marketers say the ability to make data-informed decisions is the most important capability to respond to disruptions but only 13% of marketers are taking action to address disruption and achieving measurable impact.
According to our study, marketers estimate they waste 26% of their marketing budget on the wrong channels or strategies. Despite the waste, 75% of marketers would switch ad spend from one platform to another for better reach.
In the digital era, marketing operations must know how to exploit and scale the capabilities of digital channels cost effectively.
McKinsey & Company
Complexity and the speed of change have caused confusion, and that inhibits marketers from moving forward and setting themselves up for a long-term success.
Bob LiodicePresident and CEO of the Association of National Advertisers