According to a recent eMarketer study, companies are ramping up their technology investments mainly to better understand consumer needs and behaviors, whereby technologies to power social marketing, digital commerce and marketing analytics are the highest priorities.
Additionally, 61% of marketers said that marketing analytics were a priority and more than half of respondents were prioritizing tech for customer experience and advertising operations.
In fact, and actually to no surprise, Gartner revealed similar results in its 2015 marketing budgets and 2016 expectations report, stating that almost two-thirds of respondents said that social marketing and digital commerce were leading technology investment priorities.
It seems that marketers recognized and prepare for the new consumers that have high expectations these days for everything from customer service to personalized omnichannel experiences. Obviously, marketers believe technology has been playing a role in increasing those expectations. Thus, to keep up with consumer demand, as well as the maturing technology ecosystem, marketers have been making significant investments in technology to improve sales productivity, analytics and CRM.