Continuing the theme of underperformance of digital marketing technology, I have detected a Waiting for Godot phenomenon from our ongoing Digital Marketing Technology survey.
Consider this: A vast majority of enterprises are struggling to complete their digital marketing technology projects on-time as planned.
Exhibit A: 58% of the organizations surveyed report that their digital marketing technology projects are not completed on-time.
When it comes to completing projects on-budget, the picture is only slightly better. Still, nearly 40% of enterprises do not complete their projects on-budget as planned.
Exhibit B: 38% of the organizations surveyed report that their digital marketing technology projects are not completed on-budget.
Note that this is an ongoing survey, so the final results will vary.
Putting problematic delays and breached outlays together: Digital marketing technology projects are mostly delayed and often go over budget. You wait for your elusive ROI.
Of course, I am simplifying here. Wait for the final survey results for a more detailed (and nuanced) analysis.
Meanwhile, if you are involved in your organization's digital marketing efforts, please take ten minutes to participate in our Digital Marketing Technology Survey. In return we'll send you a summary of the findings and invite you to a special webinar sharing the results.