22% of marketers have planned for martech stack investment in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 26, 2020, 2:35 AM UTC

Ascend2 surveyed 265 marketing professionals.

This article cites an Ascend2 survey which looked at how marketers plan to optimise their martech tools in 2020. The study revealed that 19% of respondents have an operational strategy in place for optimising a martech stack.

For 55% of those polled, improving marketing efficiency is a key priority, whereas it is improving customer experience for 51% of participants. Integrating disparate systems is expected to be prioritised by only 19% of marketers.

52% of those polled believe that the implemented martech’s ease of use needs improvement. Data insights and analysis are considered important features for implementing a martech stack by 51% of marketers. Additionally, 22% of respondents plan to continue to invest significantly in martech stacks in 2020.  

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