New Research Brief: The Digital Marketer’s Toolbox is Filled with Cloud Based Software

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100% Utilizing At Least One Software-as-a-Service Solution

I think it’s clear that SaaS based software is becoming a much more pervasive part of the entire enterprise- and that the marketing department is one of the earliest adopters of the cloud.

According to a new study released today by content marketing and research firm Big Blue Moose, as continuing doubts about the US economy give marketer’s pause, the pressure to continue to do “more with less” will only fuel the quickly increasing adoption of Software-as-a-Service based technology in the marketing suite.

Marketing From The Cloud: How Digital Marketers Are Using SaaS Software is a new research brief released today by Big Blue Moose and is partially underwritten by CrownPeak, a SaaS based Web Content Management software provider. The research brief looked at how digital marketers were adopting SaaS based software as part of their marketing toolbox. The study, a combination of a survey of 105 businesses and secondary research found that 100% of those surveyed were utilizing at least one Software-as-a-Service based tool as part of their day to day operations.

Some of the other key findings included:

  •     The top priorities for SaaS tools for digital marketers in 2011 are Web Content Management and Content Testing & Targeting: When asked which tools were being considered as an addition to their suite, 57% of marketers responded that Content Testing & Targeting was a top priority. Web Content Management placed second, with 43% saying it was a priority.
  •     Of all of the tools listed, Web Analytics had the highest percentage of penetration – with more than 90% of the respondents saying that their Web Analytics tool was delivered via a SaaS based model.
  •     Web Analytics and Web Content Management have the biggest impact on digital marketers’ ability to manage their campaigns. 67% and 57% (respectively) of the respondents said that Web Analytics and Web Content Management were two SaaS based tools that had big impact on their ability to optimize their digital marketing strategy.

Additionally, the research brief includes supporting research from third-party analysts and industry studies which support the idea that SaaS is gaining fast in adoption – and perhaps nowhere faster than in the marketing department.

“As we come into planning for 2011, I think it’s clear that SaaS based software is becoming a much more pervasive part of the entire enterprise” said Robert Rose, Founder and Chief Troublemaker at Big Blue Moose. “As marketers, we’ve always kind of felt like we were early adopters of the cloud. And I think this research helps to confirm that feeling.”

In reviewing a preliminary version of the report, Ian Truscott, a Senior Analyst for Gilbane Group agreed. He said, “This research matches with what we’ve been observing with our clients for some time. SaaS lowers the barrier to entry for digital marketers, often poorly served by long-standing enterprise procurement and information technology implementation processes. These services can still be a significant investment, but requirements like hardware procurement, technology support, budget for upgrades etc. dissolve and the focus returns to functionality and business value.”

Methodology for the research brief:

Big Blue Moose, in conjunction with and partially underwritten by CrownPeak conducted online surveys over the course of July and August. Respondents were presented the survey online, and it was targeted to respondents responsible for digital marketing software. 105 different businesses responded to the seven question survey. Of those, 72% responded that they were in some kind of marketing function, 19% responded that they were responsible for “technology” and 9% responded that they were in an “other” business function.    

These results were then analyzed and combined with other publically available research to develop the Marketing From The Cloud Research Brief.

The entire research brief can be downloaded from the Big Blue Moose Web Site at:

About Big Blue Moose:
Big Blue Moose is a digital media and consulting firm focused on content marketing innovation.

We provide content marketing strategy, consulting and research with a focus on helping brands leverage the Web for increased revenue, visibility and success.

Big Blue Moose was formed in December, 2009 by Robert Rose, a veteran marketing and digital media consultant with more than 15 years of experience, and a track record of helping brands and businesses develop successful Web content and web site marketing strategies.

Through both primary and secondary methods, Big Blue Moose Research provides analysis and advice - and focuses on helping marketing organizations make smart strategic decisions about how technology can improve their business results

You can learn more about Big Blue Moose at


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