Media Execs Embrace Marketing Cloud Solutions: Survey

Marketing Cloud

Media and entertainment (M&E) companies are undertaking replatforming efforts and adopting marketing cloud solutions to fuel revenue growth , advertising impact, and cost reductions, according to a survey from Adobe and Econsultancy of over 200 executives in North America and the UK.

Survey results published in the “Trends, Technology and the Impact of Data in Media and Entertainment” report show an increasing strategic focus among M&E executives on data and technology. Sixty-nine percent of respondents counted retooling their marketing technology as one of their top two business-related priorities.

Marketing cloud technology has become the most strategic tool to replatforming. Thirty-one percent of respondents reported using a comprehensive marketing cloud solution. This slightly edges out the 30 percent of respondents who reported using a set of solutions built internally and 22 percent who reported using a set of disparate third-party solutions.

For those wanting to adopt new marketing technology, the survey highlights successful outcomes, which make the investment worthwhile. Marketers using marketing cloud solutions report greater effectiveness than marketers using all other technology across five key metrics: efficiency, organizational readiness, total revenue, scalability, and profitability.

In addition, organizations that have undergone significant digital transformation are more likely than other organizations to perform well against revenue goals, KPIs in digital content channel growth, and objectives in digital-only revenues than organizations that have not undergone significant digital transformation.

Read the full report for insights into how media and entertainment executives are getting greater usability and visibility of their marketing data, which KPIs they’re focusing on, how well they’re staffing for the future, which are their top product initiatives, and how they’re benefiting from strategic investments in data and technology.

Get the free report here. (Short registration required.)

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