What Tech Marketers Want From Their Media Partners – And Why

November 20, 2014

This article is included in these additional categories:

Brand Metrics | Digital | Marketing Budgets | Programmatic & RTB | Return on Investment | Social Media | Technology | Video

IDG-Tech-Marketers-Media-Partner-Attributes-Nov2014More than 9 in 10 senior technology marketers believe that it’s critical or very important that their media partners deliver on promises (92%) and demonstrate reach into key targets (91%), according to a new study from IDG Research Services. Beyond those top values, tech marketers are also looking for competitive pricing and demonstrated ROI (86%) as well as high quality premium audiences (84%). These attributes reflect the priorities of tech marketers today, as detailed in the study.

For example, the value attributed to partners delivering on their promises fits within a broader concern about waste. Indeed, 78% of tech marketers surveyed agree that it will be critical or very important over the next 1-3 years to have insight into whether an online ad has been seen and seen by a human rather than a bot.

The twin attributes of competitive pricing and demonstrated ROI speak to budget constraints and ROI pressures facing marketers. Indeed, budget constraints topped the list of data-driven marketing challenges facing companies today, cited by 56% of respondents. Separately, when asked which are the top challenges facing tech marketers, the largest share cited the question “How do I accurately measure and prove ROI?”

That doesn’t seem to be stopping tech marketers from investing in social media, though. While measurement and ROI is easily their leading concern with social media, 59% are increasing their level of investment in social presence management.

In other results regarding marketing budgets and channels, the study notes that:

  • 63% will increase their annual marketing budgets, by an average of 22%;
  • Digital accounts for one-third of all marketing expenditures;
  • The tech marketers’ media mix tends more towards owned (46%) than paid (33%) or earned (21%) media;
  • 29% expect to increase their programmatic spend in 2015;
  • Marketing budgets are being spent more on direct response (62%) than branding (38%);
  • 42% are experimenting with or are likely to use influencer outreach (paid blogger) programs, with persona/customer journey research (37%) and video advertising (37%) also emerging priorities.

About the Data: The results are based on an August 2014 survey of 203 senior tech marketing leaders. 89% of respondents are tech vendors and 11% are agencies. 79% are based in North America. 39% are from companies with at least $100 million in annual revenue; 30% are from companies with less than $10 million in revenues. Respondents are most likely to be targeting enterprises (74%).

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