Econsultancy columnist Jeff Rajeck has highlighted key martech opportunities, trends, and challenges for 2018 based on a recently held roundtable discussions with client-side marketers in Hong Kong.

Rajeck says, “Econsultancy has journaled the adoption of marketing technology by brands for many years and our recent Digital Intelligence Briefing survey found that companies with an integrated technology stack are 50% more likely to be ‘top-performing’ than those with a fragmented approach.

But how well are brand marketers harnessing technology to achieve their goals on a day-to-day basis? What are the trends, and what are the challenges they are facing?

To find out, Econsultancy, in association with Epsilon, recently held roundtable discussions with client-side marketers in Hong Kong to discuss the extent to which marketers are adopting technology – and how far they still have to go.

Opportunities

Participants agreed that the opportunities presented by marketing technology vary enormously depending on a company’s customer base. Business-to-consumer (B2C) firms stand to gain significantly by ‘harnessing’ marketing technology whereas business-to-business (B2B) firms have far fewer touchpoints and opportunities to collect and activate data”.

Harnessing martech: Opportunities, trends, and challenges in 2018

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