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Martech Tops CMO Priority List: PwC Study

PwC found that marketing leaders say martech is their highest priority for the next twelve months (43%), ranking just ahead of customer experience, personalization, and loyalty (39%).  Data privacy straggled in sixth at 29%.   When asked about planned operational changes, the group put better content management first (54%), followed closely by increased use of technology (51%), improved data management for personalization (49%), and first-party data strategies (46%).

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Marketers Still Hoping for Privacy-Safe Third Party Data: Forrester Study

September 6, 2021

This Forrester study for IBM found that 71% of senior adtech managers are exploring privacy-friendly data sets as a way of coping with cookie deprecation.  This compares with just 49% trying to build trust to improve voluntary sharing, even though the group said loss of consumer trust is the biggest problem with new privacy rules.  Nearly all agreed that personalization expectations are rising (91%), that privacy makes personalized advertising harder (87%), and that privacy regulations put traditional targeting and tracking methods at risk (87%).  Privacy-safe targeting was the most-cited use... Read More >

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Martech Spending Grows as Percentage of Marketing Budget: CMO Survey

April 26, 2024

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.

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