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Study: CMOs Rank Social Marketing Top Marketing Technology Investment In Coming Years

80% of the survey respondents plan on using technology to engage customers.

Amy Gesenhues on January 28, 2015 at 2:16 pm

According to a report released today from The Economist and sponsored by Marketo, more than 80 percent of marketers plan on using technology to engage customers over the next three to five years, with social marketing leading the list of where they plan to invest marketing technology dollars.

In the Economist Intelligence Unit “Rise of the Marketer” report, 478 CMOs and senior marketing executives were asked how they plan to allocate their marketing technology investments.

The survey found most plan to invest in social, followed by mobile, analytics and email.

How will you direct your technology investment over the next 3 to 5 years?

While only 30 percent of the survey respondents said they “Strongly agree” with the statement that they are currently using technology to engage customers, more than 80 percent strongly agreed with the statement that they plan on doing so in the coming years.

[blockquote, cite=”Sanjay Dholakia, Marketo CMO”]Over the next three to five years, marketers are realizing they must invest in technology and increase their skills in digital marketing if they are going to be successful in shaping and setting the strategy of their companies.[/blockquote]

Marketing technology also ranked at the top of the list when CMOs were asked about the areas where they need to develop skills within their marketing operations.

What are the top areas in which you need to develop skills?

About The Author

Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.