Observed Signal · Apr 20, 2022 · Research Report · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Marketers Rank CDPs, Email and CMS as Must-Have Tools
A survey conducted by Oracle and Ascend2 among 853 marketers in the US, Canada, India, and the UK reveals that customer data platforms (CDPs), email marketing platforms, and web content management systems are the martech solutions marketers rely on most. The survey, fielded in January 2022, found that 94% of marketers considered their 2021 marketing efforts effective, with 48% rating them very effective. Looking ahead, 37% of marketers plan to allocate most of their 2022 technology budgets to CDP technology, and 26% to loyalty marketing solutions. Marketers also expressed interest in integrating customer service and customer loyalty applications into their martech stacks. Oracle's Tamara Prewitt noted that increasing data deprecation is driving paid media costs, prompting brands to build zero- and first-party data strategies.
Survey data reveals marketer priorities for CDP, email, and CMS investments amid data deprecation, informing martech vendor strategies.
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Key Takeaways & Evidence Grounding
- Oracle and Ascend2 surveyed 853 marketers from the US, Canada, India, and the UK between Jan. 10-22, 2022.
- CDPs, email marketing platforms, and web content management systems were rated as the top three 'can't live without' marketing solutions.
- 37% of marketers plan to invest most of their 2022 technology budgets on CDP technology.
- 26% of marketers will invest most of their budget on a loyalty marketing solution.
- 94% of marketers said their 2021 marketing efforts were effective, and 48% described them as very effective.
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