Marketing Evolution announced the release of a joint study conducted with the Association of National Advertisers (ANA) that provides an in-depth examination of how marketing decision-makers are using technology to improve their brand outcomes. Titled "Technology and the Marketer of the Future", the study analyzed survey data from eighty-two senior marketers (average of 18 years marketing experience) on current and future marketing technology adoption.
Marketing Evolution CEO Rex Briggs will be holding a School of Marketing Workshop at the ANA Masters of Marketing Conference on October 10, from 2 to 5 pm to discuss the key learnings and implications of the study. The workshop, "IMPACT Marketing - Increase Marketing's Performance, Accountability, Control and Transparency", will focus on how marketers can achieve measurable performance improvement with smart adoption of marketing technology.
The study found that marketers are current relying on technology to help get the most out of constrained resources, and to develop a competitive advantage in the marketplace. Moving forward, marketers said they would spend almost 55% of any available incremental technology budget in three areas: marketing budget and media mix optimization tools, marketing performance dashboards, and marketing knowledge management and best practice systems. Understanding the landscape and value of these "next-generation" marketing technologies will be the focus of the ANA School of Marketing workshop.
The study also predicts the emergence of a new role in the marketing organization: the Marketing ROI Manager. This specifically trained person will have multi-disciplinary talent in five key areas: market research and insights, financial analysis, analytic capability and experience, marketing management, and technological aptitude. Managing marketing ROI is as important as ever, and marketers must invest heavily in talent and technology in order to optimize their marketing system and achieve their desired outcomes.
About Marketing Evolution
Marketing Evolution has offices in Boston, New York, Los Angeles, and El Dorado Hills, CA. Marketing Evolution is a full service marketing research firm that specializes in cross-media measurement and optimization. Descriptions of Marketing Evolution's products and services can be found at its website.
About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 450 companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.
Source:
http://computernewsarticles.com/computer_articles/2012/10/marketing-evolution-releases-landmark-study-on-marketing-technology-adoption-307331.htm
