In an industry that is dominated by technology and innovation, more than a quarter (26%) of marketers have never heard of marketing automation, and a further 49% are only partly familiar with it according to new research by Adestra.
These figures are even more surprising in the context of those marketers that have implemented automated marketing technologies in the past, with 60% revealing that the implementation of an automated technology had a positive impact on their marketing communications.
Steve Denner, COO of Adestra, said: “It’s astonishing that such a large proportion of senior-level marketers have little or no knowledge of automated marketing technologies. The marketing industry is synonymous with having its ‘finger on the pulse’, and its adoption of technology as a driver for change is well known. I am surprised that there is such a knowledge gap here, with so few marketers having yet to experience the fantastic results that automation can help to achieve.”
Benefits and Barriers
The research, which sampled 200 UK-based, senior-level marketers from a variety of sectors, also investigated marketers’ perceptions of the benefits of automation technologies…Click here to access the full article