Four Out of Five Marketers Can’t Meet Their Goals With Their Current Software

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Resulticks research highlights anomaly between investment and outcomes in the world of marketing technology

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Regardless of the solution being used, having an integrated view of the customer across all the channels and devices they use—and often their multiple identities—is imperative for brands to execute better marketing strategies and see greater return on their marketing investment.

Seventy-seven percent of marketers feel they can’t meet their marketing goals with their current software, according to new research from Resulticks, a real-time marketing cloud platform.

According to Resulticks’ “Marketing Flab to Fab,” a staggering 48 percent of the 300 marketers surveyed have invested in major marketing cloud software suites, while another 19 percent have an integrated best of breed martech stack in place.

Despite these levels of investment, two-thirds (66 percent) of marketers who use marketing cloud software suites can’t meet all of their marketing goals, and a full 38 percent of suite users believe they still need more technology to meet their needs. This indicates that marketers are still facing definitive challenges in implementing technology that meets their needs.

“From our experiences as a martech solutions provider, we’ve seen many marketers challenged by lack of integration since most of the cloud software suites are sold as independent modules. With so many moving parts, it’s increasingly difficult for these suites to deliver on their promises,” said Redickaa Subrammanian, CEO and co-founder of Resulticks. “The problems often lie in the technology marketers have acquired and consequently their inability to synthesize and leverage data seamlessly to communicate contextually with their audiences.”

This perspective seems to be validated both by marketers using cloud software suites and those using best-of-breed martech stacks. Collectively, the top three challenges quoted by these marketers in implementing marketing automation – 42 percent refer to incomplete customer data, 40 percent call out poor data integration and 33 percent highlight the inability to act on data in real time.

“It’s obvious most marketers are in dire need of a more complete picture of their customer data,” Subrammanian said. “Regardless of the solution being used, having an integrated view of the customer across all the channels and devices they use—and often their multiple identities—is imperative for brands to execute better marketing strategies and see greater return on their marketing investment.”

Additional findings from the report include:

  • Fifteen percent who have siloed solutions admit their solutions do not integrate well
  • Only 23 percent say their current stack helps them meet all their goals
  • More than half (55 percent) of marketers feel marketing vendors lead to market confusion when they overhype concepts

The Resulticks “Marketing Flab to Fab” survey was conducted between September 1-10, 2017 and was completed by 318 U.S. marketers with the titles of manager and above. The respondents were limited to those who work in the marketing department of an organization or company.

To learn more about specific insights from marketing cloud software users and ways marketers can improve on concepts such as AI, big data, omnichannel, personalization and real-time marketing, download the full research report here.

About Resulticks
Built by and for visionary marketing practitioners, Resulticks provides advanced marketing automation services and tools to some of the most respected brands and marketing organizations worldwide. With its big-data-driven approach to omnichannel communications — email, mobile, QR, social, ORM, web, beacons, IoT, and now digital assistants — Resulticks has changed the marketing solutions landscape for customer acquisition, customer experiences, and brand loyalty worldwide. Resulticks has offices in the United States, India, and Singapore.

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Jennifer Mulligan
Resulticks
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