A new report reflecting marketers’ sentiments for the second quarter of the year by the American Marketing Association (AMA) revealed that technology and digital tools are the main growth drivers of influence by an organization.
The AMA Marketers’ Confidence Index noted that virtual reality, social media, live marketing, and the Internet of Things (IoT) provide new opportunities for their users to increase customer interaction and sustain loyalty.
However, the report also noted that some professionals are concerned over senior leadership in their organizations and how some are still unable to grasp the value of digital technologies as marketing tools. In addition they cited the need for adequate training to help professionals convert big data and analytics into real results or propel digital transformation among their clients and establishments.
Meanwhile, marketing dollars are expected to flow as 60% of marketers indicated an intention to invest in new programs and media, while 40% said that they expect customer spending to increase. Another 30% of those surveyed for the report said they plan to grow their marketing spend over the next six months.
“As marketing budgets increase, we expect most of the dollars to be allocated toward media placement, new product development, sponsorships, and market research and analytics,” AMA Chief Executive Officer Russ Klein said.
