What Are the Most Critical Digital Marketing Technology Capabilities?

April 29, 2016

ForbesOracle-Most-Important-Digital-Marketing-Tech-Capabilities-Apr2016Source: Forbes Insights / Oracle Marketing Cloud [download page]

    Notes: Some 62% of brand and agency representatives around the world are satisfied (top-2 box score on a 5-point scale) with how well their current marketing technology is meeting their expectations, and 57% plan to make new technology investments. That’s according to a survey of 255 executives across a range of industries and functions, who rated social marketing capabilities the most critical ones of digital marketing technology solutions.

    Beyond social marketing, respondents rated ease of use, collaboration tools, an integrated suite of capabilities, and analytics as important capabilities.

      Related: What Influences the Marketing Technology Buying Decision?

        About the Data: Forbes Insights describes its methodology as follows:

        “The data in this report is derived from a global survey of 255 executives across a range of industries and functions, conducted by Forbes Insights in the fourth quarter of 2015. Seventy-five percent of respondents were involved in providing internal brand support for their companies; 12% were from agencies; 13% were from technology vendors that support marketing programs. Sixty-five percent had C-level titles; the rest were VP/Director or above. Forty-nine percent of respondents were based in North America; 24% in Europe; 18% in Asia-Pacific; and 9% in Latin America.”

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