Digital Tech’s Impact on Marketing Communications Examined in Ytel Survey

Bridge the Gap

Fast-evolving digital and mobile technology are fundamentally altering the B2B marketing landscape — and how marketing professionals perceive that landscape. A new survey by Ytel, a leading provider of communications software and embedded real-time communications solutions, queried over 2,000 marketing leaders in October on the state of B2M marketing communications and the impact of still-emerging digital technologies. The survey had some results that may be surprising, while other results may confirm what many would expect.

Just 19 percent of marketing leaders, to illustrate the former, said they were very familiar with automation and the ways that it can drive marketing campaigns. Much less surprising was the continuing centrality of email to marketing efforts. While 58 percent said that they like to utilize phones for marketing, 39 percent use email as their main way to communicate with customers, exceeding the use of phones (22 percent), social media (17 percent), digital ads (7 percent) and direct mail (7 percent).

SMS is the primary way for 58 percent of survey respondents to harness mobile technology for marketing, while 31 percent utilize it for cold calling, 6 percent for robo dialing and 5 percent for ringless voicemail.

Notwithstanding the rapid advance of marketing technology, most marketing leaders still report difficulty in successfully reaching their target audiences: Nearly 60 percent either “strongly agreed” or “somewhat agreed” with the statement, “I have a hard time getting my message and content in front of my target audience.”

“This survey offers further evidence of how much digital technology is shaping, or reshaping, all aspects of marketing communications, changing not only how businesses use marketing communications, but even how it’s defined,” said Ytel CEO Nick Newsom. “These trends will likely become even more pronounced as AI’s development accelerates and as the IoT becomes more integrated with our daily lives — these devices will know the present and immediate status of our behavior, and that opens up new and uncharted possibilities of communication.”

To review the report on the new Ytel survey, please visit

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