Why Marketing Technology Is Critical to Brands' Competitive Edge: Skift Research
Skift Take
Many recognize the importance of marketing technology, but organizations still struggle with how to implement these technologies the right way and to find the right talent to lead their initiatives.
The role of marketing technology in travel is robust, but so are the challenges that come with marketing technology. The trend is toward greater spend, increased adoption, and positive business outcomes. And the engine that will drive that trend is greater investment, deeper-bench teams and skill sets, and an openness to working with consumers to ensure that martech creates only the most relevant and meaningful experiences, before, during, and after every trip.
As a part of our latest report, The State of Marketing Technology in Travel 2019, a proprietary Skift survey opens vistas onto the state of marketing technology (martech) solutions in the travel industry in 2019. While 72 percent of Skift’s respondents said martech is critical to their competitive edge, significant attention is still required to bring the technolog
