Story image

Cutting edge tech marketing: Google, Adobe and Facebook come out on top

16 Sep 16

Google, Adobe, Facebook, Marketo and Salesforce lead the way when it comes to ‘cutting edge’ marketing technology vendors, according to new research from IDC.

The research found these companies were most often identified as cutting edge by marketing professionals, and of those professionals, marketers who rely on cutting edge companies were more than twice as likely to be satisfied with their current solution, compared to marketers who did not identify their provider as cutting edge (89% satisfied vs. 37%).

"The fact that these companies were mentioned by marketers – unprompted – as cutting edge, and that marketers who use cutting edge marketing technologies have such a high satisfaction rate, shows how important it is to get the marketing automation decision right," explains Gerry Murray, research manager, IDC CMP Advisory Service.

Among the over 300 U.S. marketing professionals surveyed by IDC, 58% characterised their marketing vendor as "cutting edge" and named their current provider in an unaided fashion.

Marketers who use cutting edge technologies such as Google, Adobe, Facebook, Marketo, or Salesforce exhibited greater brand loyalty, with 67% likely to consider the same vendor in the future (vs. 44% for marketers not using cutting edge companies). The characteristics most associated with cutting edge marketing solutions are fast, user friendly, and efficient.

The survey also found that the internal IT department helped steer marketers towards cutting edge vendors. Marketers who worked with their IT departments early in the purchase process were happier than those who worked with IT later or not at all.

Allan Fromen, vice president and consulting partner in IDC's Buyer Behaviour Practice, says the buyer's journey for new technology is long and complex.

“While line-of-business professionals are increasingly empowered with purchase decisions, the IT department is still a valuable partner, and including IT professionals in the decision making process should result in greater ROI,” he explains.

An IDC infographic highlighting results of the research can be found here.

Chorus fibre roll out picks up pace
Chorus has announced that 50% of fibre installations are now being completed within a day.
Keep security in check when doing your mobile banking
Most mobile banking attacks happen through social engineering, which is when people are manipulated to hand over their usernames and passwords to cybercriminals.
AI, big data could be key to improving Māori health
"Being able to get experts of this level together to start exploring how we use data to ultimately better the lives of New Zealanders is one that we were determined to be involved with," says ACC chief.
Human assets the key to a successful digital transformation
Y Soft's Martin de Martini says it's vital that organisations continue to train and motivate their employees.
New blockchain solution aims to keep our food ethical
OpenSC enables anyone to scan product QR codes which automatically takes them to information about where a specific product’s journey.
Cofense launches MSSP program to provide phishing defence for SMBs
SMBs are highly susceptible to phishing attacks, and often lack the resources necessary to stop advanced threats
Kiwis make waves in IoT World Cup
A New Zealand company, KotahiNet, has been named as a finalist in the IoT World Cup for its River Pollution Monitoring solution.
Can it be trusted? Huawei’s founder speaks out
Ren Zhengfei spoke candidly in a recent media roundtable about security, 5G, his daughter’s detainment, the USA, and the West’s perception of Huawei.