Originally posted at http://www.cmswire.com
Author: David Roe
That’s the stunning conclusion of new research from the independent analysts at Olney, Md.-based Real Story Group (RSG).
Unlike past technology waves, when technologies developed quicker than enterprise strategies, digital marketing technologies are lagging the problems they are supposed to solve.
The Digital Marketing Challenges Jarrod Gingras, managing director and analyst at RSG, told CMSWire the immaturity of the technologies is compounded by enterprise confusion about the solutions.
“Enterprises are picking the wrong tools for the job,” he said.
The findings are spelled out in RSG’s just released report on Marketing Automation & Social Technologies. The report is based on the findings of an online survey in the last quarter of 2015, which questioned a cross section of organizations and industries (excluding organizations of less than 20 people) in all geographies about the maturity and expectations of their marketing and social technologies.
Digital Marketing Strategies
While the sample size was small (75 organizations), the results are intriguing. About 59 percent of organizations have adopted an enterprise-wide strategy for digital marketing technology, and just about half have a related strategy in place at the business-unit level.
So what’s the problem? I
t not a lack of digital strategies, but a misalignment of tools and expertise, Gingras said.The research shows that:Less than half or organizations (47 percent) have tools that fit their organization
Only 35 percent of enterprises have optimized their technologies
The deficiencies and underuse of tools s are creating significant challenges for marketers.The result is underperforming technology implementations — which are often implemented late and over budget. Only 39 percent of organizations report on-time completion, while only 55 percent of them report on-budget completion.
Future Digital Pain vs. Plans
Gingras ominously predicts a lot of pain in the future for organizations grappling with digital marketing transformation. “Some companies are cobbling these [digital] tool kits together. Some are leading the way, particularly in the consumer goods product space. They are really pushing it and that will circle down and we will find all kinds of things. At the other end of the spectrum, though, it’s going to take a lot of pain to get enterprises where they want to go,” he said.For now, overall satisfaction with digital marketing software is only “middling despite investments with digital marketing clouds showing a lower level of satisfaction than other digital marketing products,” he noted.
My point of view: Data are needed to provide valid answers. If the sample size is sufficient, i have my sever doubts. Outcomes are consistent with report from the Standish group (in the very past) and Merkle (this decade). Nevertheless, it is an early warning for those who are heading for their budget rounds 2017.