Gartner Research

Market Insight: Understand Marketing Technology Priorities by Industry

Published: 08 July 2016

ID: G00309094

Analyst(s): Kirsten Newbold-Knipp

Summary

Enterprise marketing departments are increasing their IT spending, and are a highly targeted technology buying group. Technology and service provider product marketing leaders can use this research to focus on positioning solutions aligned to higher-level strategic needs of buyers.

Table Of Contents

Analysis

Background and Context

  • Marketing Is Buying Technology to Fulfill Both Strategic and Tactical Needs

The Impact

  • Digital Commerce, Analytics and Social Marketing Technologies Are Key Marketing Investment Areas
  • Technology Alone Won't Sell, Marketing Is Focused on Strategy and Talent

Conclusion

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