While many marketers are drowning in tech - from content management and customer relationship management solutions to analytics and advertising platforms - there's also a large majority that want to be, or at least want their companies to invest more in marketing technology, or mar-tech.
A recent study from public relations and digital marketing Walker Sands Communications found that 51 percent or marketers want more investments in these critical solutions and feel they don't use enough "mar-tech" tools in their current role. More important than how they "feel," however is that 42 percent say that their company's current technology is insufficient for helping them do their jobs. The downside of this is that (1) top talent can leave because they aren't being supported and (2) companies can lose business to competitors who are investing in technology that makes it easier to acquire and retain new customers.
“Marketers are tech-savvy, but their companies aren’t,” said Dave Parro, partner and director of the marketing technology practice at Walker Sands. “There’s a wide gap between what marketers want and need, and what their companies are willing to invest. Marketers are clearly frustrated with the slow pace of change.”
In defense of companies, however, marketing technology is often expensive, especially when multiple solutions start to not only get introduced but also need to be managed.