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.”
