Technology: Multichannel Marketing and Your Budget

Depending on the organization's marketing workflow, a standalone solution could be a better fit than a full integrated solution. However, when purchasing multiple standalone solutions over an integrated suite, it is important to make sure all solutions integrate effectively. One respondent commented on their own struggles using multiple standalone solutions: "We just [have] a collection of applications. Greatest shortfall: lack of integration."

The Near Future
The final sections of the survey focused on expected overall channel spend in the next two years. According to respondents, offline marketing channels (e.g., events and print) are expected to decrease by 7.7 percent in two years, with marketing spend moving toward video and audio (3.9 percent), mobile (3.2 percent) and online channels (1.2 percent). It is important to note that, while many of the respondents said such channels would be a focus for them in the future, mobile was one of the lowest-priority marketing technologies for purchase today.

As marketing channels increasingly switch to digital, an established digital workflow with marketing software technology as the capsule piece of that workflow is necessary. Marketers need to make software investments with current and future channel requirements in mind. Understanding the full capabilities of a marketing technology is what helps break down channel silos and turn assets and marketing messages into interchangeable components in the marketer's digital toolbox.

Arianna Valentini is senior research analyst, digital marketing and media, for Weynouth, Mass.-based market research and strategic consulting firm InfoTrends. Reach her at arianna.valentini@infotrends.com.