Marketing Technology can be confusing, especially with the continual proliferation of new platforms and new features.
Many marketers researching the marketing tech industry have had the experience of reading a vendor’s website and coming away from the experience more confused than before. Vendors may think they’re increasing the number of customers they appeal to by stringing together nonsensical buzzwords and describing their services in vague terms. However, a poll of marketers indicates that tech vendors aren’t doing themselves any favors by making their products difficult to understand.
In a July 2018 survey of 800 brand and agency marketers worldwide conducted by Warc, agency respondents said that their lack of understanding of available technologies is the biggest impediment to greater investment in marketing tech.
Brand respondents reported that confusion of the technology is the second biggest obstacle preventing them from investing more in marketing tech. Both agency and brand respondents said that budget constraints were also a major roadblock.