2016 – A study conducted by the DOT digital group – a brazilian group specialized in digital solutions for Education and Marketing – has identified that 96% of marketing professionals that operate in Brazil agree (fully or partly) that the use of technology represents a key strategy to create campaigns to conquer the consumers of the 21st century.
Despite this result, the survey, which heard 170 marketing professionals in companies of small, medium and large companies, between the months of August and September 2016 – has identified that only a quarter (25%) of the respondents know the concept of MarTech, which provides for the use of technology, associated with the analysis of large volumes of data, to preparation of marketing campaigns customized and adapted in real-time.
Among the tools and services most used by respondents for marketing are social networks (31%), automation of e-mail marketing (29%), content marketing (14%), metrics analysis, digital (13%), geolocation (7%), the use of algorithm of machine learning (3%), microtargeting (2%) and other (1%).
according To the study of the DOT digital group, 41% of the respondents admit that the marketing tools used today by your companies are insufficient to achieve the expected results.
"This study confirms our perception that, despite the use of MarTech be still timid in Brazil, the professionals of the sector are beginning to wake up to the fact that the use of advanced technologies for analyzing information and behaviors of the customers represents a path of no return to ensure the results of marketing actions", says Luiz Alberto Ferla, CEO of the DOT digital group. "This is a trend quite widespread in countries such as the United States, and that gradually begins to get the attention of companies in the brazilian market. In recent months, on the DOT, we have noticed a significant increase in the demand for and implementation of projects from MarTech, which should revert in an increase of 80% in the group revenue with this market this year," he adds.
The study of the DOT digital group shows that the main barriers in Brazil for adoption of more sophisticated tools, which bring together marketing and technology, are: lack of budget (38%), lack of knowledge about the benefits (18%) and lack of skills (9%).
As to what motivates companies to pursue new technologies in the market, 51% of respondents indicate that they are always looking for technological solutions, the 37% admit that they tend to analyze these tools when they do not reach the expected results, 6% when a superior requests, 3%, when they hear talk about a novelty, and 2% only if you have an additional budget.
On investments in solutions, the majority (40%) of the respondents points out that, in the last year (2015), went from 0% to 5% of the marketing budget for tools and/or technology services, and only 5% reached more than 50% of the funds for the use of technological solutions.
On the three main priorities in the areas of marketing and technology over the next three years are the analysis and monitoring competitive (18%), Big Data (14%) and Marketing, and customer Loyalty (12%).
"The digitization of information and the business it represents today a reality, which impacts companies of all sizes and sectors. In the case of marketing, this adaptation to this new market passes, necessarily, by the use of technologies to bring better results and differentiate themselves from competitors. In this sense, MarTech represents a path of no return," concludes the CEO of the DOT digital group.
The complete survey can be consulted on the website of the DOT digital group from day 07 of December. Go to: http://dotgroup.com.br/
About the DOT digital group
THE DOT digital group is a specialist in digital solutions in EdTech (Technology for Education) and MarTech (Marketing Technology). The portfolio DOT account with solutions such as: e-LEARNING, Gamification and Games, Simulators and Interactive Systems, Corporate Social Networks, Digital Communication, Competitive Intelligence, Big Data and Microtargeting.
To learn more go to: www.dotgroup.com.br
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