The rise of technology is proving a major headache for marketers, with the vast majority (77%) admitting that martech has actually made it harder – not easier – for them to personalise experiences for customers.
According to Acquia’s inaugural annual global report entitled ”Closing the CX Gap: Customer Experience Trends Report 2019”, nearly three-quarters (70%) of marketers are planning to spend more on technology this year compared to last, yet nearly two-thirds (65%) feel that the technology they are dealing with is far too complex.
Even more worrying, 84% admit that they cannot get marketing technologies to work together.
A separate Acquia study recently showed that despite marketers saying martech will play a crucial part in their strategy in the upcoming 12 months, two-thirds (66%) fear that the love-less relationship with their IT department will scupper their strategies.
Acquia VP of EMEA marketing Sylvia Jensen said: “Our research has found that marketers are not being strategic with their marketing spend – but I can understand why.
“The martech industry is so big now, and there’s so much overwhelming tech choice, that marketers are building their stack with various point solutions that don’t integrate, which makes creating the personalised experiences customers want extremely difficult indeed.”
Jensen insists that marketers are also struggling to get a return on their investment with big “all-in-one” platforms because those vendors are slow and are struggling to integrate new functionality themselves.
She added: “It’s no wonder many of the largest organisations in the world are looking to future-proof their business by going for open source API platforms instead, where they can benefit from an army of developers racing to solve marketing’s tech problems through code.”
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