Marketers consider Google, Adobe, Facebook, Marketo and Salesforce as the most “cutting edge” marketing technology vendors, according to International Data Corporation (IDC) in a new report based on a survey of 333 U.S. marketers.
The study showed that 58% of marketers characterized their current marketing technology as cutting edge and identified their provider. Marketers who rely on these companies are more than twice as likely to be satisfied with their current solution (89%), compared with those who consider their systems to be outdated (37%).
The characteristics most associated with cutting edge marketing solutions are fast, user-friendly and efficient, according to the research.
“The fact that these companies were mentioned by marketers – unprompted – as cutting edge, and that marketers who use cutting edge marketing technologies have such a high satisfaction rate, shows how important it is to get the marketing automation decision right,” said Gerry Murray, Research Manager of IDC’s CMO Advisory Service, in a statement.
The study also revealed that marketers who use cutting edge vendors have great brand loyalty, with 67% likely to consider the same vendor in the future.
