![]() ![]() ![]() But unlike its competitors, Metadata ambitiously says that it’s developing “a new software category” for marketing task automation. Metadata.io, another marketing solutions provider, says that it, too, has developed a platform that enables marketers to offload low-value work. Beyond incumbents like Oracle, SAP, SAS, Adobe, and IBM, which offer marketing automation products in various forms, startups including Marketo, Eloqua, ActiveCampaign, SendinBlue and Kustomer (which Meta, formerly Facebook, recently acquired) say that their software can abstract away tasks like testing the performance of different campaigns. A growing cohort of vendors claim that their solutions are already achieving this. In theory, automation technologies could both reduce costs and free up marketers to tackle higher-level tasks. According to Rakuten Marketing, companies estimate that they misspend or waste between 20% to 80% of their marketing budgets. In 2015, HubSpot found that marketers dedicated about 16 hours of their time to routine tasks, including sending email collecting, analyzing and organizing data and maintaining landing and social media pages. One of the challenges that marketers face is completing repetitive, manual tasks that not only take up time but add to the price of doing business. A Deloitte report published around the same time shows that more than half of marketing leaders report increased pressure from CEOs, while nearly half cite pressure from chief financial officers to prove the value of marketing. According to Gartner, marketing budgets fell to their lowest recorded level in 2021, dropping to 6.4% of company revenue from 11% in 2020. Check out all the on-demand sessions from the Intelligent Security Summit here.Īs an increasing number of tech giants including Apple disallow ad tracking, preventing brands from targeting particular ads to particular customers, marketers are being pushed to figure out new ways of doing business. ![]()
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