Ruder Finn Releases Results of Survey on the Disconnect between Technology and Marketing

Ruder Finn Marketing

Ruder Finn, Inc., a leading global independent communications agency, released a report, in partnership with Brand Republic, studying the use of marketing technology in a digitally evolving market. The study reveals that while marketers are becoming more involved in making technology purchasing decisions, marketing technology companies are not effectively communicating with them. In fact, 80 percent of respondents felt that they are closely involved in technology buying decisions, but 56 percent of these teams feel that technology companies do not market themselves effectively to a non-technical audience.

“Our research indicates a clear and continuous increase in the influence on technology purchasing decisions of the marketing department and this is something that technology companies must consider seriously,” said Emma Sinden, Head of Corporate & Technology, Ruder Finn UK. “The gap between marketing and technology is now being bridged, but what technology companies must now try to address is the disconnect between varying technologies and the perception of importance.”

According to the report, many marketers now see technology as a key component for the successful implementation of marketing and communications campaigns, with many looking to technology to enhance their traditional techniques. By far, marketers are using communications and collaboration tools over other marketing technologies, followed by customer relationship management and data management tools.

In the past, marketing in technology has delivered a negative impact on consumers because of disconnects or lack of understanding between the technology providers themselves and target audiences. “Technology companies must ensure their communications are better tailored for the marketing audiences they are trying to reach, and, if necessary engage a third party that can advise on the best approach,” Sinden said.

Additional findings Include:

  • Marketers are increasingly using technology to connect with consumers: 87 percent of respondents said that they are now using marketing technologies to influence and transform marketing campaigns.
  • Marketing teams are more involved in purchasing decisions: 44.5 percent of responds felt that they were more involved in technology purchasing decisions than they were a year ago, while 43 percent thought that their involvement would continue to grow over the next year.
  • Technology companies are not keeping a marketing audience in mind: 52 percent of those surveyed said that the messaging from marketing tech companies is too focused on a technology audience, rather than a marketing or business audience. In addition, 46 percent said that the language was too technical and 30 percent felt that tech companies don’t understand the challenges that marketers face.
  • Marketers prefer to receive technology marketing communications via email: Of the respondents, 89 percent preferred to receive communications from tech companies via email. The next closest preferred channel was social media, with 32 percent preferring to be contacted this way.


Ruder Finn, Inc. is one of the world’s largest independent communications agencies with dual headquarters in the U.S. and China. Founded in 1948, Ruder Finn serves the global and local communication needs of over 250 corporations, governments and non-profit organizations. The agency is organized around four strategic pillars that reflect its core areas of expertise: Health & Wellness, Corporate & Public Trust, Technology & Innovation, and Consumer Connections. RFI Studios, the agency’s full-service digital practice, leads the industry in designing and developing internal collaboration platforms, building conversations and communities around brands, and staying top-of-mind in the world of mobile applications. Ruder Finn’s work, talent and culture have received industry-wide recognition, including the 2013 Bulldog Stars of PR’s Global Agency of Year Award in the Multinational Practice category and 2013 PR News’ Top Places to Work in PR Award.

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