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.