Marketers working in the telecommunications and IT sector are investing more in marketing technology than their colleagues in markets such as retail, finance, services and manufacturing and fast-moving consumer goods (FMCG).

In a survey conducted by data analytics company, Teradata, the telecoms industry was shown to be ahead of the curve. Almost 20% of respondents revealed that they or their employers pumped a great deal of money into marketing technology.

Technology Justification

There is still a large majority of companies that need convincing of the benefits of such tools. Almost half of those questioned admitted they spend less than 5% of their marketing budget on marketing technology.

One reason for being so technology averse could be that 27% of respondents said there was huge pressure for them to focus on the short-term goals of their marketing departments. Whereas 18% believed their admin workload to be an obstacle to success.

You can read more about some of the key pressures digital marketers are facing in the infographic below.