2018营销技术报告｜Walker Sands｜最大化营销科技创新价值

报告摘要

随着消费者对无缝个性化体验的需求激增，营销人员转向技术以应对挑战。本报告由Walker Sands与chiefmartec.com联合发布，基于300名专业营销人员的调研，揭示2018年营销技术（Martech）采用的现状与趋势。核心发现：组织敏捷性仍是最大挑战，供应商需帮助客户整合现有策略；对Martech的乐观情绪持续增长，技术与人才协作成为关键。报告提供构建技术栈和提升投资回报率的建议，适合营销决策者、Martech供应商及企业高管了解行业动态与最佳实践。

📋 报告目录

1. Executive Summary
2. Key Findings
3. Martech's Biggest Adoption Challenge Isn't Interest
4. First Comes Agility, then Adoption
5. Optimism for Martech Grows, Despite Roadblocks
6. Technology and Humans Come Together as Partners
7. Building the Martech Stack
8. Maximize Return and Increase Agility
9. Methodology
10. About the Authors