New Study Shows Digital Marketers Adopt SaaS Almost Universally
Web Content Management & Content Testing & Targeting
Top the List as Highest Priority SaaS Tools for Digital Marketers
Los Angeles, CA (September 8, 2010) —
A new study released jointly today by CrownPeak, the market leader in SaaS based Web Content Management and Big Blue Moose, reveals that digital marketers are quickly adopting SaaS based software tools to rapidly manage and optimize their efforts.
CrownPeak and content marketing firm Big Blue Moose released the Marketing From The Cloud Research Brief, analyzing how digital marketers are utilizing SaaS based software tools. The study, a combination of a survey of 105 businesses and secondary research found that 100% of those surveyed were using at least one Software-as-a-Service based software tool as part of their day to day operations.
Download the entire report here.
Some of the other key findings included:
- The top priorities for SaaS tools for digital marketers in 2011 are Web Content Management and Content Testing & Targeting: When asked which tools were being considered as an addition to their suite, 57% of marketers responded that Content Testing & Targeting was a top priority. Web Content Management placed second, with 43% saying it was a priority.
- Of all of the tools listed, Web Analytics had the highest percentage of penetration – with more than 90% of the respondents saying that their Web Analytics tool was delivered via a SaaS based model.
- Web Analytics and Web Content Management have the biggest impact on digital marketers’ ability to manage their campaigns. 67% and 57% (respectively) of the respondents said that Web Analytics and Web Content Management were two SaaS based tools that had big impact on their ability to optimize their digital marketing strategy.
Additionally, the research brief includes supporting research from third-party analysts and industry studies which support the idea that SaaS is gaining fast in adoption – and perhaps nowhere faster than in the marketing department.
“The goal of this research was to examine how SaaS has been adopted by digital marketers,” said Soumya Das Vice President of Marketing for CrownPeak. “As the pressure for marketers to do more with less increases in combination with the need for measurability and productivity, it only makes sense that SaaS becomes the predominant way that digital marketers manage their efforts.“
In reviewing a preliminary version of the report, Ian Truscott, a Senior Analyst for Gilbane Group said “this research matches with what we’ve been observing with our clients for some time. SaaS lowers the barrier to entry for digital marketers, often poorly served by long-standing enterprise procurement and information technology implementation processes. These services can still be a significant investment, but requirements like hardware procurement, technology support, budget for upgrades etc. dissolve and the focus returns to functionality and business value.”
Methodology for the research brief:
CrownPeak and content marketing research firm Big Blue Moose conducted online surveys over the course of July and August. Respondents were presented the survey online, and it was targeted to respondents responsible for digital marketing software. 105 different businesses responded to the seven question survey. Of those, 72% responded that they were in some kind of marketing function, 19% responded that they were responsible for “technology” and 9% responded that they were in an “other” business function.
These results were then analyzed and combined with other publicly available research to develop the Marketing From The Cloud Research Brief.
The entire research brief can be downloaded here.
CrownPeak, the market leader in Software-as-a-Service (SaaS) Web Content Management and Optimization solutions, offers online marketers the easiest way to manage, target, publish, and analyze web content on their web sites, micro-sites, mobile media, or landing pages. CrownPeak's enterprise-grade SaaS operates on any web server or platform, and seamlessly integrates with other ECM systems.
Hundreds of organizations, such as Skype, Nissan, Alico, Defenders of Wildlife, EMI Music and the State of Virginia, have realized the value in CrownPeak's renowned ease-of-use, its 24x7 customer support, and guaranteed response times. CrownPeak has been named to EContent’s 100 most influential companies list, has won eWeek’s prestigious Analysts Choice Award and InfoWorld’s Product of the Year Award, and has been named a finalist for Best Customer Service from the American Business "Stevie" Awards for the last three years.
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