Due to IT capabilities becoming more accessible to business users, reliance on hybrid multichannel marketing strategy is increasing among marketing departments to accelerate business growth.
According to a recent report by Gartner, CMOs (chief marketing officers) are optimistic about MarTech heading into the coming years–Gartner reveals that 68% of its evaluated CMOs expect their already significant outlays to boost this year.
Even though businesses had to clamp down on spending as the pandemic hit, brands are looking to marketing automation technology as a shiny new opportunity, and plan to boost their MarTech investments in companies like Adobe and Salesforce.
In the CMO Spend Survey 2020-21, Gartner pinpointed technology as the highest portion (26.2%) of the total marketing budget. Due to CXOs planning to extend their marketing automation stack even further, it’s evident that this upward curve of allocating more budget to MarTech will not decline soon.
A rep from Gartner said, “Technology investments are in line with marketers’ renewed focus on customer loyalty.” Ewan McIntyre, VP Analyst at Gartner, added, “The COVID-19 crisis has shifted CMOs’ focus from customer acquisition to customer retention and growth.”
Gartner’s Annual CMO Spend Survey 2022 reveals that after record lows in 2021, the total marketing budgets as a percentage of business revenue have risen from 6.4% to 9.5% in 2022.
With more people turning to online services and expecting a better user experience today, this additional investment in MarTech is predicted to have a big payoff in 2022.
In line with the report, Celerity, a world-leading data-driven marketing agency and system integrator, claims it helps brands leverage leading-edge marketing automation technologies to roll out dynamic and highly-effective marketing campaigns to drive faster results.
Deploying technology in marketing processes allows customers to reach out to a brand and interact with it through the channels they prefer.
A full stack holistic marketing approach that prioritises integrated marketing includes marketing automation software, DAM, CRM, etc. The result is a more streamlined marketing process that helps a business turn its static MarTech stack into a proactive customer engagement ecosystem.
The bespoke Adobe Campaign integration and campaign support services by Celerity help brands transform their complex marketing challenges into opportunities for greater ROI.
As an Adobe-accredited service, Celerity claims its offerings cover everything Adobe Campaign-related–from offering consultation, deploying and optimising Campaign, and troubleshooting errors to building automated campaign workflows and training employees on best practices.
To quote a testimonial written by a Celerity client, “We achieved more with Celerity in 3 months than we had with the product in the last 2 years. By far, the most knowledgeable and talented partner I have ever come across in Adobe Campaign.”
To learn more about Celerity and its Adobe Campaign support services, please visit https://www.celerity-is.com.
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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Glean News journalist was involved in the writing and production of this article.