Most Advanced Digital Marketers Have Greatest Control Over Their Own Martech: TEKsystems Survey

IT staffing and services provider TEKsystems asked 250 senior marketing executives about their digital initiatives. It grouped them based on the maturity of their digital marketing strategy, ranging from fully optimized (23%) to not optimized but integrated with the rest of marketing (49%), to no strategy but experienced (18%) to ad hoc experiments (10%). One major difference was control over marketing technology: 82% of the optimized group controlled their own, compared with 75% of the integrated group and just 65% of the others. The biggest surprise may be that marketing control is so common in the least mature cohort.

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Campaign Monitor Acquires Tagga Customer Data Platform

March 16, 2017

Email marketing vendor Campaign Monitor yesterday announced its purchase of Customer Data Platform vendor Tagga. It’s interesting on several levels: one of the few CDP acquisitions so far (surely more to follow); illustrates recognition of the need for more powerful data handling than conventional email systems provide; shows point solution vendors expanding footprint to compete with broader platforms/clouds/suites (also shown by recent Marketo/Infor deal). Beta integration due by end of 2017.

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Google Plans New Consumer Controls Over Targeted Ads

May 13, 2022

Google will give consumers more control over the ads they see, replacing current Ad Settings and About this Ad options with My Ad Center later this year .  The unified offering will let users specify the brands and topics they want to see, change personal information used to target ads, and make it easier to see who paid for an ad they are viewing.  It’s doubtful many consumers will bother with the settings but the features give more control to those who care.

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