According to a Forbes Insights/Oracle Marketing Cloud survey of 255 executives across a range of industries and functions, 62% of brand and agency representatives around the world said they are satisfied with how well their current marketing technology is meeting their expectations, and 57% plan to make new technology investments. Social marketing capabilities were rated the most important digital marketing technology.
Beyond social marketing, respondents rated ease of use, collaboration tools, an integrated suite of capabilities, and analytics as important capabilities.
About the Data: Derived from a global survey of 255 executives across a range of industries and functions, conducted by Forbes Insights in the fourth quarter of 2015. Seventy-five percent of respondents were involved in providing internal brand support for their companies; 12% were from agencies; 13% were from technology vendors that support marketing programs. Sixty-five percent had C-level titles; the rest were VP/Director or above. Forty-nine percent of respondents were based in North America; 24% in Europe; 18% in Asia-Pacific; and 9% in Latin America.