Despite significant investments in marketing technology, utilization remains low, resulting in modest impacts on results. A survey of 292 senior marketers reveals that many fail to maximize the tools available. Key challenges include a lack of knowledge about how to leverage technology effectively and inadequate integration into marketing strategies. The findings suggest that companies may need to adopt clearer strategies and operational frameworks to enhance the effectiveness of their marketing technology resources.
Despite substantial investments in marketing technology, many companies struggle to realize its full potential. Many marketers are not maximizing these tools, leading to less than optimal results.
Senior marketers acknowledge the challenges associated with effectively leveraging martech. The consensus indicates that under-utilization stems from a lack of clear strategies and integration within existing processes.
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