Marketing spending has fallen over-all and martech spending has dropped even more sharply, according to Gartner’s latest CMO Spend Survey. Marketing fell from 12.1% to 11.3% of annual revenue and martech fell from 27% to 22% of marketing spend. Bad news if true, but remember it’s just a survey.
If marketing spend does fall, one perpetual explanation is lack of measurability. Feel free to add this Cision study to the evidence: they found that 73% of U.S. communications professionals (i.e., public relations staff) “do not have a good sense of whether or not there was any digital or real-world behavior driven from the brand’s content” Interesting implication that “digital” isn’t part of the “real world”.
Less martech spend might mean less need for content, but don’t bet on it. Many of us expect artificial intelligence will eventually build all those highly targeted messages, but Tempesta Media has nearly 20,000 vetted content creators willing to do it the old fashioned way. They’ve just partnered CRM vendor Oomiji, which creates highly refined segments that need lots of specialized content.
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