technology for marketers: are you engaging effectively?
DESCRIPTION
Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting infographic, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.TRANSCRIPT
Technology for marketersAre you engaging effectively?
Influencing technology budgets
Technology decision making
IT spending over the next three years
What Marketers are Buying
Communications & collaboration technologies
proactively using marketing technologies to influence and transform marketing campaigns
feel that marketing and comms teams are not closely involved in tech purchasing decisions
believe the marketing and communications department is more involved in tech buying decisions than it was a year ago
Provide clearer, simpler definitions
with no jargon
Give real case studies with details of return
on investment
Use demonstrations, imagery or video
content more
About the research The research was conducted by Brand Republic between January and March 2014 and surveyed 229 marketers on their involvement in technology buying decision within their organisations and the effectiveness with which technology companies marketed their products and services to them. To get a copy of the full report or to find out more about how Ruder Finn can help you take the right message to the right audience please contact Jon White at [email protected] or 020 7438 3051.
Gartner 2017 technology budgets
(http://www.forbes.com/sites/lisaarthur/2012/02/08/five-years-from-now-cmos-will-spend-more-on-it-than-cios-do/) http://www.accenture.com/microsites/it-technology-trends-2014/Pages/home.aspx
50 per cent less on traditional infrastructure projects
50 per cent more on digital and mobile technology
87
89per cent
per cent
per cent
per cent
per cent
per cent
per cent
per cent
20
45
32
68.5
59
say that this involvement will continue to progress over the next twelve months
43
Data management
CRM technologies
16
6
Too focused on a technology audience
Language is too technical
Don’t understand marketing challenges
Social Email
Well tailored messages for a marketing audience
Ineffective technology marketing
Messages well personalised
56
per cent
per cent
per cent
per cent
per cent
per cent
55
52
46
per cent30
CMOCIO
Tips for technology marketing
Channel preferences
Marketing effectiveness in technology