Brands will focus martech investment on content marketing and data solutions during the next 12 months, according to a new study published by Walker Sands Communications.
The latest report suggests that marketers are becoming overwhelmed by the pace of tech changes as less than a third believe they are keeping up. However, there is no pushback against the digital transformation trend. On the contrary, the majority will increase investment this year.
Almost two-thirds said that they will spend more, and content marketing is a primary outlet for brands along with email marketing. There is also a growing desire to increase investment in cutting-edge tech solutions relating to CRM and analytics.
The dizzying world of data has become a major challenge for brands as they recognise how important it is for making relevant, smart decisions, but business leaders agree that certain challenges are preventing them from leveraging it to its full potential.
A meeting of the industry’s greatest marketing minds this week echoed these sentiments. Key figures from major brands including Coca-Cola, Zuji, Income and Johnson & Johnson said at a roundtable that it can be difficult to determine the metrics that drive real value and return on investment.
Johnson & Johnson Asia Digital Lead Saumya Mohata said: “Where it gets challenging for us, and I think for others too, is that there’s so many metrics out there, and it’s hard figuring out what’s driving the business, and what’s to be put aside.”
For these brands, the ambition is to bring data and creative together in a manner that ensures brand safety and delivers cost-effectiveness.
