Marketing technology spending on the rise

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New York--Despite the overall technology sector slump, there is clear indication marketing technology spending is not only on the upswing, it is accelerating faster than ad spending.

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.

--Carol Krol

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