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For Customer Insights Professionals

Marketing Technology Adoption 2009

Direct And Database Marketing Panel Data From Q3 2008

January 28, 2009

By Suresh Vittal with Jennifer Joseph McGann, Emily Murphy

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Why Read This Report

Forrester surveyed 224 direct and database marketers in Q3 2008 to understand their marketing technology usage, plans, and budgets. Direct marketers tell us that insufficient measurement and a lack of a centralized view of their customers limit their marketing programs. Respondents continue to fixate on customer experience and look to a wide variety of optimization technologies to support their efforts. Costs and functional fit continue to drive most marketing technology decisions. But marketers aren't picking technologies on their own — IT continues to play an important role in the selection process.
Tags: Database Marketing, Direct Marketing, Enterprise Marketing Platforms, Marketing Automation, Tech Sector Economics, Technology Adoption Data
US $ 2495
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TABLE OF CONTENTS

  • Marketing Technology Plans Focus On Customer Experience
  • Technology Purchases Require Business Buy-In
    • Surveyed Across Industry, Audience, And Size
    • Customer Experience Is Top Of Mind For Marketers
    • Marketers Want A Smorgasbord Of Technologies
    • Cost Drives Most Technology Decisions
    • Marketers Actively Engage In Technology Decisions
  • Supplemental Material
 
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