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Technology Marketers Still a Long Way from Mastering the Science of Digital Marketing

2014 Digital Technology Marketing Priorities Report Cites Lead Generation as Top Priority While 41% of Technology Marketers Do Not Nurture Leads.

SAN FRANCISCO, Jan. 28, 2014  /PRNewswire/ -- IT Marketing World and UBM Tech's CreateYourNextCustomer.com announce the release of its new research report, the 2014 Digital Technology Marketing Priorities Report. The report analyzes results from a poll of 150+ technology marketing professionals across North America with the intention of measuring the current scope and adoption of digital marketing activities.

Key Research Findings:

  • The top digital marketing priorities in 2014 are brand awareness/demand generation, lead generation and content marketing, well ahead of marketing analytics and marketing automation. 
  • The top technology marketing challenges in 2014 are increasing ROI, content generation, and lead nurturing.
  • A whopping 41% of technology marketers do not nurture leads at all; among the 59% of marketers who do, an overwhelming majority cite lack of bandwidth as their top challenge.
  • Content marketing (content creation and management) is rated the most successful marketing tactic and, as a result, is where tech marketers put the most resources.
  • Based on resource allocations, there is a relatively balanced split between paid media (i.e., online advertising), owned media (i.e., corporate website content) and earned media (i.e., social media and PR).
  • More than one third of technology marketers expect their budgets to increase next year while half expect no change; the 14% who expect a budget decrease is nearly double 2013's estimates.

"The biggest hurdle for marketers this year will be increasing and proving their impact on revenue," said Michelle Novy, Chief Editor of IT Marketing World. "Tracking the success of a campaign – let alone a year's worth of campaigns - is often muddled from lack of bandwidth as well as a lack of tools. When 41% of technology marketers are still not nurturing their leads, it's clear that btob marketers are a long way from mastering the science of successful digital marketing."

"If brand awareness is a top 2014 priority, it is evident tech marketers understand how important it is to engage with decision makers during the early stages of the buying process," said Winnie Ng, Vice President of Marketing for UBM Tech.  "The ability to bring their brand's story and value proposition to life through content marketing becomes more critical than ever."

The 2014 Digital Technology Marketing Priorities Survey was commissioned by UBM Tech's CreateYourNextCustomer.com and executed by IT Marketing World to identify trends and best practices for today's digital technology marketers.

For full access to the research data, please visit: http://createyournextcustomer.techweb.com/2014/01/27/2014-digital-marketing-priorities-survey/?utm_source=PRN&utm_medium=PR&utm_campaign=ITMW_Survey2014

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About UBM Tech
UBM Tech is a global media business that brings together the world's technology communities through live events, online properties and custom services. UBM Tech's community-focused approach provides its users and clients with expertly curated research, education, training, community advocacy, user-generated content and peer-to-peer engagement opportunities that serve the Electronics, Security, Enterprise Communications, Network Infrastructure and Applications, Game and App Developers, and Tech Marketing communities. UBM Tech's brands include Black HatDesignConEE TimesEnterprise Connect, Game Developers Conference (GDC), HDIInformationWeekInterop and Light Reading.Create, a UBM Tech full range marketing services division, includes custom events, content marketing solutions, community development and demand generation programs based on its content and technology market expertise. UBM Tech is a part of UBM (UBM.L), a global provider of media and information services with a market capitalization of more than$2.5 billion. For more information, go to tech.ubm.com; follow us on Twitter at @UBMTech.

SOURCE UBM Tech

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