A recent study by Wakefield Research for Optimizely reveals a significant issue: 72% of marketing leaders are dissatisfied with their IT stacks’ performance. This dissatisfaction underscores a substantial gap in marketing technology’s efficient adoption and utilisation across various industries.
Interestingly, 76% of marketers express a lack of confidence in their current strategies’ ability to generate the required ROI. Yet, 70% report that their companies often invest in new technology without a clear ROI strategy, leading to challenges in making strategic technology investment decisions.
The survey also highlights the prevalence of non-integrated technology, which 23% of marketers admit leads to redundant work. Marketers may not fully leverage their technological investments without smooth interaction across different marketing products.
Despite these challenges, there’s a silver lining: marketers show significant interest in AI. An impressive 44% of respondents report a rise in generative AI use by businesses, and 48% would be open to embracing AI if existing issues were resolved.
The survey’s findings underscore the need for seamless integration and ROI in tech stacks. Optimizely, a leading marketing technology solutions provider aims to help marketers overcome these hurdles and unlock the full potential of AI-driven marketing.
The survey reveals a key challenge: many marketing organisations continue to use outdated technology due to concerns about retraining costs and time. However, with the growing interest in AI, it’s clear that the future of marketing lies in embracing new technologies and investing in employee training.
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