Story image

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

16 Sep 2016

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.

50 million tonnes of e-waste: IT faces sustainability challenges
“Through This is IT, we want to help people better understand the problem of today’s linear “take, make, dispose” thinking around IT products and its effects like e-waste, pollution and climate change."
Vocus & Vodafone unbundle NZ's fibre network
“Unbundling fibre will provide retail service providers with a flexible future-proofed platform regardless of what tomorrow brings."
IDC: A/NZ second highest APAC IoT spenders per capita
New IDC forecast expects the Internet of Things spending in Asia/Pacific excluding Japan to reach US$381.8 Billion by 2022.
Xero launches new data capture product in NZ
“Data automation is the fastest growing app category on the Xero app marketplace so we know there is a hunger for these types of tools."
Security flaw in Xiaomi electric scooters could have deadly consequences
An attacker could target a rider, and then cause the scooter to suddenly brake or accelerate.
Four ways the technology landscape will change in 2019
Until now, organisations have only spoken about innovative technologies somewhat theoretically. This has left people without a solid understanding of how they will ultimately manifest in our work and personal lives.
IDC: Top 10 trends for NZ’s digital transformation
The CDO title is declining, 40% of us will be working with bots, the Net Promoter Score will be key to success, and more.
Kiwi partner named in HubSpot’s global top five
Hype & Dexter is an Auckland-based agency that specialises in providing organisations with marketing automation solutions.