The good news is that investment in marketing tech is on the rise. The marketing budget grew 3.4 percent last year and should grow 4 percent this year, Forrester says. Priority investments include mobile, social, search, display advertising and email. The digital marketing budget has caught up to the traditional marketing budget.
Marketers need a little help from their friends
Although marketers face a steep learning curve, they should not attempt to climb it alone, Forrester advises. Marketers should enlist finance colleagues to educate them on measurement tools and building the business case. They should seek the help of CIOs in creating a strategic marketing technology plan and agenda, including a technology requirements list.
"B2C marketing leaders mustn't allow the latest gadget-du-jour to distract them from developing an adequate level of mastery of digital programs that have become essential to their marketing mix," Nail says. "Rather than single-mindedly chasing new opportunities, the time has come to build a stronger foundation of core digital marketing disciplines."
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