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Marketers Feel Overwhelmed by Number of Technology Vendors

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Most marketers (63%) at midsize companies say they have too many marketing technology vendors to manage effectively, according to a recent report from DNN Software.

Just over half (53%) of marketers say their organization manages five or more technology vendor relationships, and 15% say their company manages 10 or more.

The number of technology vendor relationships varies significantly by the size of the organization: 75% of companies with 1,000-5,000 employees are working with five or more vendors, compared with 33% of companies with 50-99 employees.

Below, additional key findings from the report, which was based on data from a survey of 300 US-based marketing executives who work for midsize companies (50-5,000 employees).


Tech Challenges

  • 70% of respondents say marketing has become more challenging despite all the technology solutions available.
  • 59% say they need an expert ("mini-CIO") on their team to help manage marketing technology.

2014 Marketing Priorities

Respondents' top priorities in 2014 are as follows:

  • Acquiring new customers (87% rate as a high or very high priority)
  • Increasing customer retention (86%)
  • Increasing brand awareness (80%)

Challenges

  • 79% of respondents say it’s a major or moderate challenge to get customers' attention.
  • 72% are having trouble finding their target audiences online.
  • 72% say the volume of online content makes it difficult for them to stand out from the crowd.

About the research: The report was based on data from a February 2014 survey of 300 US-based marketing executives who work for midsize companies (50-5,000 employees).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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