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Warns That Tactical Cost Benefits of E-Sourcing Could Be Short Lived
Marketers
Are Ready to Spend More on Technology to Measure Campaigns Across
Channels
Gartner
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Marketers
Are Ready to Spend More on Technology to Measure Campaigns Across
Channels
Despite the sagging economy, many companies plan on investing in
technology solutions to help them measure the effectiveness of their
marketing efforts, according to a joint study by Forrester Research,
Inc. and the Association of National Advertisers (ANA). This technology
will enable marketers to correlate their initiatives with business
results.
Nearly half of the firms surveyed in the Forrester/ANA study plan
to spend more than $750,000 this year on marketing automation applications.
The biggest spenders include companies in the technology, healthcare,
and travel industries. Marketers' focus on measurement is a notable
departure from the traditional focus of marketing automation technologies
on customer relationship management, or CRM.
"Our survey of 113 ANA members revealed that marketers have
their priorities in the right place," said Jim Nail, senior
analyst at Forrester. "More data, processing power, and analytical
tools have emerged that allow marketers to monitor actual consumer
behavior, not just attitudes. These tools also enable marketers
to track effectiveness of media, promotion, and advertising programs,
and stick only to initiatives with proven results."
"In this competitive environment, marketers want to improve
the efficiency of their advertising," said Barbara Bacci Mirque,
senior vice president of the ANA. "Our survey revealed that
more companies will increase spending on marketing technology than
plan to increase their advertising budgets next year."
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