83% of Companies Replaced a Marketing System Last Year: Third Door Media Study

One reason Digital Adoption Platforms exist is that companies keep adopting new systems. Third Door Media found that 83% of marketers have updated or replaced at least one application in the past year. Many interesting tidbits here: half the replaced systems were three to five years old; half the companies didn’t retrain existing staff to use the new system; integration was as important as features or cost when selecting new commercial software. Projects were equally split between replacing homegrown and commercial software, but the report doesn’t say how many companies started with each type of system so we don’t know which is more likely to be replaced.

More News

Previous Article

Customer Data Leaders Taking Data Management In-House: Forrester Study for Deloitte Digital

December 9, 2019

Customer experience vendors highlight their data unification features because disjointed data is a major pain point for their buyers. This Forrester study commissioned by Deloitte Digital makes exactly that point, finding that companies have an average of 28 customer data sources and are struggling to bring them together. Leaders are significantly more likely than laggards to bring customer data management in-house.

CDPI Newsletter
Featured Article

One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

CDPI Newsletter