Majority of marketers are investing in trialling new technology

Keiligh Baker's picture
by Keiligh Baker

A new report reveals 87 per cent of marketers have a dedicated budget for testing new technology.

The DMA’s latest report, released in partnership with Pure360, found on average, over a third of budgets (36%) are allocated to trialling new technology, according to the ‘Customer Engagement 2019 – Future trends’ report.

Just 13% of organisations do not appear to have funds in place to test the latest innovations. The size and resource available to a business seems to have a direct impact on budget allocated, with just 18% of small firms able to invest compared to 38% of medium-sized organisations and 37% of larger companies.

Over the next five years, marketers state that the most popular use for marketing budgets includes finding new ways to ‘chat’, whether with humans (36%) or chatbots (37%).

A healthy proportion of marketers are already keen to capitalise: for example, 54% already use and will continue to use chatbots – this figure will likely increase over time.

The main uses range from improvements to customer service to an improved try-before-you-buy experience of new products or services, across sectors.

Komal Helyer, Marketing Director at Pure360, said: “The quest for the best technologies to improve customer engagement strategies, and ultimately help revenue, is one that rolls on.

"As the pressure to stand out above the competition grows, the questions around where to invest can sometimes be a cause of concern. Driven by the pace of change, both in terms of innovation and customer expectations, there is always going to be a new ‘craze’ to consider investing in. Marketers just need to find the right opportunity for their business’s needs.”

To read more about the DMA's Customer Engagement research, including the full report, visit: