Enterprise marketing management (EMM) systems: Current use and future prospects

Abstract

To gather data on current and future use of enterprise marketing management solutions in Europe, Unica and Ovum conducted an online survey of 300 senior marketing executives in December 2005-January 2006. Respondents represented a range of industry sectors and were equally divided among France, Germany and the UK. Most respondents expressed confidence about the strategic value of marketing in supporting the organisation, and good practice in marketing was said to be widespread. In contrast to the pervading optimism, UK respondents in particular were pessimistic about their ability to achieve the organisation's marketing objectives, due to a lack of marketing expertise. Technology, in particular the internet, was central to marketing, with e-mail and the web being the most popular channels, but traditional approaches such as direct mail and word-of-mouth marketing were continuing to play an important role.