Marketing Innovation Summit, BOSTON - 03 May 2011: The marketing industry needs better analytics to turn data into business, according to IBM's annual survey of marketers. And while mobile and social marketing are on the rise, the hype doesn't yet match the results.
The study, “The State of Marketing 2011,” reflects the sentiments of nearly 300 online and direct marketers across a wide range of industries, geographies, and company sizes that were surveyed on key technology trends in their organizations.
The research revealed a number of key findings, including the need for deeper analytics to "turn data into action" as the highest priority for marketers. Among other top trends, the study explored the growth of mobile technology, the challenges of social media marketing and an increasing desire for more integrated technology solutions.
Study highlights include:
"As our annual survey reveals, the proliferation of technologies such as mobile and social media combined with the explosion of data pose a wealth of transformational opportunities for marketers in 2011,” said Yuchun Lee, vice president, Enterprise Management Marketing, IBM. “Marketers are looking for ways to turn more marketing possibilities into better business results.”
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