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Marketing Technology Adoption
Improving the customer experience, particularly online, is the new driver of marketing technology spending, according to a report, Marketing Technology Adoption, 2007 by Forrester Research analyst Elana Anderson. Anderson says technology costs and uncertain ROI are barriers to adoption, but the idea of improving the customer experience is a uniting factor among marketers who seek common technologies to help them optimize. Among these common technologies are site and contact optimization, and interaction management.Improving the online experience is the most frequently selected technology theme overall: Nearly half of respondents cite it as their number-one priority. Improving the multi-channel experience is the next priority, selected as a major theme by 88 percent of respondents. Eighty-four percent of marketers identify improving their customer data infrastructure as a major focus. Marketers are also in favor of a more comprehensive application suite, with 83 percent agreeing that such a platform would improve marketing effectiveness.
The Idea Of A Comprehensive Marketing Suite Continues to Gain Traction "Marketing needs a more comprehensive and integrated application suite in order to improve its effectiveness."
Base: 170 marketers
Improving Online Customer Experience Is A Top Priority
"Which of the following are major technology themes for your marketing organization?"
Base: 178 marketers (multiple responses accepted)
Copyright, Forrester Research 2007
