June 14, 2017 | Marketing Technology
My take on the article: Of course cost is a factor, it is the go to first objection that is always raised. Not sure which segment or revenue size of the B2C that was polled, I am leaning to larger size businesses. Small to medium size business owners do not have the challenge of internal silo's, but are facing very real business survival challenges. The larger businesses are getting larger and that is coming from the small/medium business customer/revenue base. Marketing and Advertising Technologies have been implemented by the larger businesses and in use for several years now, and is one of the reasons that the larger businesses are out executing the small/medium businesses in finding new potential prospects and converting them to customers.
These processes and technologies are available to the small/medium business owners and a A FRACTION OF THE COST that the large competitors are paying.These technologies and processes are what 360sociable.com provides to small/medium business owners.
Article starts below:
Cost is a key factor
A new study by Forrester Consulting finds that marketers face significant challenges when merging their advertising and marketing technologies, including a concern that this type of convergence would cost too much.
Nearly a third of US business-to-consumer (B2C) advertising and marketing decision-makers polled in March 2017 said that cost was one of the barriers their company faced. But it wasn’t the only challenge.
The study, commissioned by LiveIntent, also found that many respondents—roughly four in 10—said their company faced difficulty working across internal silos. And nearly a third (31%) struggled to coordinate with external partners.
Difficulty integrating advertising, marketing and customer data was also a barrier three in 10 respondents said their company faced.
One in five said their company planned to combine marketing and advertising technologies within a year, and a further 4% said they planned to do so within six months.
Very few said they had no plans.