Increased spending on social media and the continued growth of content marketing were two of the big trends predicted for 2015. So far, this prediction has bared out, but perhaps as a self-fulfilling prophecy with the increase in advertising and ecommerce tools provided by social media platforms.
Along with the uptick in social media marketing has come the need for measuring the connection between social strategy to the company bottom line. While many marketers seem to understand the value of social media marketing, they also have a hard time assessing the effectiveness of their efforts.
But there are plenty of tools on the marketing and according to a report from Walker Sands, 55 percent of marketing pros surveyed say their companies are slow to adopt “martech” tools; 42 percent said the tools currently in place were outdated.
Part of the problem seems to be the disconnect between the increased budgets, particularly in social, but not in the technology need to leverage new channels effectively. Take marketing automation tools for example: lots of marketers automate digital campaigns, but don’t use that automation for social media.
Granted, too much social automation can be problematic. However, combined with the Walker Sands data, this information underscores a frustrating challenge. 69 percent of marketers surveyed cited budget constraints and the biggest roadblock to the implementation of new martech tools. 39 percent pointed to difficulty of implementation, while 33 percent said internal resistance was holding them back.
What’s interesting is that 62 percent of the survey participants had led the decision making process, with entry-level marketers taking the lead more than half of the time. The data indicates, however, that the decision making process is slow and involves multiple stakeholders. 57 percent said there were up to five people involved, while one-in-10 said there were more than 10 people involved in the martech buying process.
Overall, the decision making process and priorities varied based on the size of the organization. For instance, marketers are more likely to take the lead in smaller companies, and smaller companies are more likely to consider price. At larger organizations, marketers are less likely to be empowered or involved in the process and ease of use is a bigger priority in the purchasing decision.
Ultimately, it seems that the combination of more options and a generational shift are creating challenges. It’s not an uncommon workplace problem, but the question is how do marketers overcome and get the tools they need to do their jobs effectively?
Readers: Do you have access to the most effective marketing technology tools?
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