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Parse.ly:2022年营销科技趋势报告(免下载)

营销老司机 | 25年营销者分享营销的点点滴滴 2022/09/21 18:37
Parse.ly 非券商

引领营销科技堆栈包

多样化的可用于支持内容的营销科技(市场营销技术)工具。一家公司很少有除了 CMS 之外没有任何形式的营销技术。但这些公司优先考虑哪种技术?他们如何决定哪种工具最适合?

根据研究,89%的企业使用其他营销技术来增强其CMS。这些技术工具分为五个大类:

1、分析和 BI(商业智能)

2、营销自动化

3、个性化

4、数字资产管理(DAM)

5、多变量测试

企业的一个关键优先事项是了解其内容的性能。近9/10的受访者(86%)使用某种分析或BI工具;营销自动化紧随其后,为74%。

集成痛点

营销的未来可能是无缝集成的可组合营销科技堆栈,但受访者并没有发现与该愿景相匹配的现实。事实上,最大的技术挑战是集成系统的复杂性。

尽管技术成本一直是注重预算的企业关注的问题,但令人惊讶的是,它在痛苦量表中排名第二。由于公司一直在寻找节省成本的方法,这突显了集成在提供有效客户体验方面所面临的持续挑战。

流行的调查响应分析工具

几乎9/10的企业(86%)使用工具来帮助他们更明智地了解其内容的影响。Google Analytics 是迄今为止最受欢迎的软件,93%的公司使用分析和 BI 技术。

分析和BI工具为用户提供了有关内容执行情况的宝贵见解。但是,正如我们的2022年内容重要报告显示的那样,只有51%的受访者认为他们清楚地了解内容的表现。这表明,对于许多团队来说,拥有分析工具并不意味着它已被使用。



Leading the Marketing Tech Stack

A wide variety of marketing technology (marketing technology) tools that can be used to support content. It's rare for a company to have no marketing technology of any kind other than a CMS. But which technology are these companies prioritizing? How do they decide which tool is the best fit?

According to research, 89% of businesses use other marketing techniques to enhance their CMS. These technical tools fall into five broad categories:

1. Analytics and BI (Business Intelligence)

2. Marketing Automation

3. Personalization

4. Digital Asset Management (DAM)

5. Multivariate testing

A key priority for businesses is understanding the performance of their content. Nearly 9 in 10 respondents (86%) use some kind of analytics or BI tool; marketing automation is a close second at 74%.

Integration pain points

The future of marketing may be a seamlessly integrated composable marketing tech stack, but respondents did not find a reality that matched that vision. In fact, the biggest technical challenge is the complexity of the integrated system.

While technology cost has always been a concern for budget-conscious businesses, it surprisingly ranks second on the pain scale. This underscores the ongoing challenges that integration faces in delivering an effective customer experience, as companies are constantly looking for ways to save costs.

Popular Survey Response Analysis Tools

Almost 9 in 10 businesses (86%) use tools to help them better understand the impact of their content. Google Analytics is by far the most popular software, with 93% of companies using analytics and BI technologies.

Analytics and BI tools provide users with valuable insights into how content is performing. However, as our 2022 Content Matters report shows, only 51% of respondents feel they have a clear understanding of how content is performing. This shows that for many teams, having an analytics tool doesn't mean it's being used.



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