Marketers’ obsession with the latest gizmo is showing no sign of abating, with many jumping on to the next piece of kit before they have even worked out how to use the previous one.
That is the damning conclusion of The State of Martech 2022 report, conducted by Clevertouch Marketing in partnership with the University of Southampton Business School.
The study quizzed senior marketers across North America, Europe, and the UK in order to create a picture of the current state of the marketing technology landscape.
It found that while nearly three-quarters (70%) of marketers are embracing technology for post-pandemic success, most lack the required technical skills and are overwhelmed by the martech at their disposal.
On average 40% of marketing technology is simply not used, and yet marketers are still purchasing more.
CMOs are adding to their burden rather than easing it and the vast majority are almost ignoring organisation learning and design completely. In fact, only 10% of organisations are pushing skills development and organisational design.
Clevertouch chief executive Adam Sharp commented: “What is striking to me in the research results is the level of unused, redundant martech that exists today and yet the focus of most marketing organisations is to acquire more martech.
“So if you are a CMO that is considering the war for talent, skills development, adoption metrics and organisation design, well done you, you are a rare breed.”
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