Gartner Research

Marketing Technology Survey 2016: How Marketers Use Technology to Run, Grow and Transform Their Organizations

Published: 01 February 2017

ID: G00308975

Analyst(s): Anna Maria Virzi , Andrew Frank


Marketing leaders need technology to drive competitive advantage and exceed business goals. Use Gartner's Marketing Technology Survey 2016 results to compare your marketing technology deployments with other marketers.

Table Of Contents

Survey Objective

Data Insights

  • Martech Deployments Fall Into Three Tiers: Basic, Intermediate and Advanced
  • Basic Martech, Such as Web Analytics, Web Content Management and Email Marketing, Are the Most Widely Adopted Solutions, Yet Nearly 20% of Marketers Do Not Use Them
    • Recommendations
  • More Than 70% of Companies Are Using or Deploying Intermediate Martech Capabilities to Understand and Communicate Directly With Customers
    • Recommendations
  • For Advanced Martech, New Installations Nearly Surpass Existing Deployments, Indicating an Inflection Point of Accelerating Adoption
    • Recommendation
  • Nearly 20% of Marketers Are Taking a Gradual Approach to Adoption of Contextual Personalization Technologies
    • Recommendations
  • More Than One-Third of Martech Solutions in Use or Being Deployed Are From the Top 5 Vendors
    • Recommendations
  • Martech Categories Remain Largely Fragmented as Smaller Vendors Respond to Disruption With Innovation
    • Recommendations
  • Fewer Than 10% of Deployed Technologies Are Abandoned; the Most Common Reasons Are Redundancy and Missed Expectations
    • Recommendations
  • Digital Marketers Commonly Use Multiple Solutions per Category
    • Recommendations
  • Methodology
  • Definitions

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