Today’s digital customer demands relevant, meaningful, and timely content across a variety of devices and touchpoints. This reality has led to a dizzying landscape of content and marketing technology — topping 3,000 products and services with an impressive range of capabilities.
These technologies are vital to content and marketing departments, driving audience engagement, efficiency, and revenue by promoting agility, scalability, and repeatability. Technology powers workflow, presentation, personalization, content reuse, and even governance across an ever-growing array of platforms, channels, and formats.
Technology holds the power to streamline and enhance content work, yet instead, many organizations find themselves drowning in it, lacking the engineering and evaluation capabilities to design a technology strategy to help them meet their goals.
Here’s a quick look at where things stand.
81% of large companies now have a Chief Marketing Technologist. — Gartner
A recent report from DataXu notes that 78% of U.S. marketers and 63% of European marketers say that understanding marketing technology is a critical skill for senior marketers to be successful. Further, 70% of marketers now report that they have at least one person on the marketing team who is mainly responsible for marketing technology — i.e., a marketing technologist.
What’s more, Gartner says, those organizations with Chief Marketing Technologists (or equivalent positions) “are generally ahead of their peers in digital marketing maturity and experimentation.”
A Wrike report found that 60.8% of marketers say that the tools they use on a regular basis are only somewhat integrated.
The struggle content and marketing departments face with integrating technologies bears out in statistic after statistic. Only 3% of CMOs say they integrate technology well across functions, the CMO Council and Tealium found in their report “Quantify How You Unify.” The same report finds that 82% of marketing departments lack the data framework to unify technologies. “Many organizations are embracing point solutions, but not integrating the data and insight across all customer touch points,” Donovan Neale-May, Founder and Executive Director of the CMO Council, said.
In 2017, 20 percent of large enterprise CMOs will consolidate their marketing technology infrastructure: — IDC Research
While it’s widely agreed that the marketing technology industry is a global phenomenon, within every disruption to an industry are pain points. Top challenges include selecting the right technologies, lack of talent to manage the technologies, and struggles with centralizing fragmented data. Organizations struggle to evaluate whether the tools they use are helping them reach their customers more effectively, a task aggravated by their fragmented technology ecosystem.
These statistics paint a vivid picture of the challenges content and marketing professionals face in deploying technology to further their goals. But with a solid strategy, creative engineering in piecing together solutions, and a framework to evaluate how those solutions are working, content and marketing teams can overcome the challenges and begin to reap the benefits of a wider reach, efficiency gains, and a more complete picture of their customers.
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