Marketers are feeling positive about their martech investments

Anne Freier

In Mobile Advertising. April 10, 2019

Over half of marketers (54%) are now using adtech with the majority of them agreeing that they are investing the right amount in martech. That’s according to a new survey among 316 marketing, sales and ad professionals by Walker Sands.

The research highlights that the majority of marketers are satisfied with their martech investments (75%) compared to 63% in 2018.

Among the leading marketing strategy choices were people-based approaches (62%), data-driven (38%) and account-based (34%) approaches.

The technologies which respondents felt should be invested in the most included ad and promotions technologies (29%), content and experience tech (17%), and social and relationship technologies (16%).

Overall, 42% believe adtech to be important in their day-to-day operations. Another 58% of those using programmatic advertising said they saw ROI from it.

A majority of 79% of respondents felt that attribution was important and 52% said their priorities for ad spend were within social media. Just 17% prioritised Google Ads.

Interestingly, the study also found that marketers weren’t feeling prepared for new data privacy regulations with 27% of them conducting their jobs in the same way as they did before.

Mobile is playing an increasingly important role within advertising. Indeed, one in ten marketers admitted that their customers consumed all content via mobile whilst two in five said their customers consumed most content via mobile.

When it comes to formats, 62% of marketers plan to create more social media posts. Video has also come a long way and marks the second most important content type marketers plan to create more of in 2019 (47%).

Artificial intelligence (AI) ranked as the top buzzwords for martech (40%), followed by marketing automation (33%) and content experience (23%).