Download the PDF: https://www.demandmetric.com/content/martech-adoption-benchmark-report
In the early 1960s, Everett Rogers popularized the Diffusion of Innovations
theory to explain how organizations adopt technology.
This theory introduced the business world to five personas that describe
different attitudes toward technology adoption: Innovator, Early Adopter,
Early Majority, Late Majority, and Laggard.
Innovators are those organizations that first adopt new technology so
that they can gain the advantages it might provide before anyone else
does. In doing so, they accept the greatest amount of risk, because they
are blazing the adoption trail that may or may not lead to a reward. At the
other end of the spectrum, the Laggards assume almost no risk because
they are the last to adopt, but they are also the last to experience the
advantages technology offers.
Technology began entering the domain of marketing decades ago, and it
is now considered indispensable to marketing’s success. But even so, not
all marketers have rushed to embrace marketing technology (martech)
as they consider where the “sweet spot” is on the technology adoption
curve. Which persona is winning? “Winning” has several possible meanings,
but in this study the scorecard is martech return on investment (ROI).
MRP and Demand Metric partnered to field research to find out how
these personas adopt martech differently and how their posture
toward martech adoption impacts their ROI. The benchmarking information
this study provides can help marketers build a best practice blueprint
for acquiring, adopting, and maximizing the ROI on martech.