Fifty-one percent of marketing executives will spend more on marketing technology this year, while only 20% will spend less and 29% will maintain their current budgets, according to preliminary results of a first-ever marketing automation study conducted by Forrester Research in collaboration with the Association of National Advertisers (ANA).
On the other hand, fewer than half of the respondents (44%) said they will spend more on U.S. advertising this year, and 36% said they will spend less.
Forrester surveyed more than 100 senior marketing executives across a range of large and mid-sized companies.
The growth of e-mail marketing is helping to boost spending on marketing technology. One consumer packaged goods marketer told Forrester, "The number of e-mails we process on a daily basis has grown 40% to 50% on a 12-month rolling basis."
The findings were presented this week at the ANA/AAAA (American Association of Advertising Agencies) Marketing Conference and Trade Show in New York.