Future marketing automation investments higher in financial services

Plans to invest in marketing automation (MA) are much higher in financial services than the manufacturing or technology sectors, according to research.

The State of Marketing Automation 2019 report – conducted by Act-On and London Research – aimed to outline who uses MA, how they use it, and what their results are.

It found that 48% of marketers in financial services have plans to invest in new marketing automation software, while only 29% of tech marketers and 19% of manufacturers said they’re looking to invest.

However, tech companies are currently using marketing automation the most, with 75% using MA, compared to 46% of financial services brands and 47% of manufacturing businesses.

The report also found that marketing budgets are expected to rise. Just under two-thirds (61%) of marketers surveyed cited they were planning to spend more this year.

The research surveyed 500 marketing and business leaders in a number of industries.

In the survey, Act-On said: “The survey results suggest that this reluctance among manufacturers to adopt marketing automation is likely to continue. The financial services sector, by contrast, seems to have gotten the message; 48% of fianancial services businesses surveyed said they planned to invest in a new marketing software platform this year.”

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