A whopping 98 percent of marketers are maintaining or increasing their spend in 2014 — and that increased spending is mostly going to data and analytics and marketing automation, a new ExactTarget survey concluded.
The biggest surprise in the 2014 ExactTarget State of Marketing Report is that while 80 percent of marketers think mobile affects them, only 40 percent have a mobile app, Kyle Lacy, senior manager, global content marketing and research at ExactTarget, said in an interview. “Lots of people say they need it, but not that many do it,” he said.
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Marketers Bullish on Data in 2014