The marketing is constantly evolving, given the urgent need to adapt to new needs and market demands. It is a phase of continuous change. There are many technological advances that daily witness, the consumer is becoming more expert and demanding. This forces to remain alert to changes, show flexibility and adaptation capacity to innovate.

In order to identify trends and means used by marketers, Act-On surveyed 19,464 marketing professionals, being able to observe that the most commonly used today marketing technologies include e-mail marketing (77%), Social Media (72%), web analytics (51%), CRM (40%) and contact via web (34%). Information that complements provided in the IAB, which indicates that 82.4% of marketers strives to develop a coordinated strategy, using different media, channels and techniques in order to obtain the maximum possible coverage.

Another interesting point is to know the problems and difficulties facing these marketers. Among them, the lack of budget to launch more initiatives (46%). Also, 39% highlights the lack of resources to properly manage campaigns (39%), while 34% highlights the need to better implement strategies Social Media. In general, their main concerns are reduced to deficiencies in matters of time (44%) and resources (36%).

The study also includes what techniques with which marketers are getting better results. 75% of respondents outstandingly e-mail marketing as the most effective strategy. Second Social Media (71%), a fact that confirms the maturity of the sector and how professionals have learned to take advantage of these channels appear. Thirdly, 57% of respondents recognize that actions that facilitate networking remain essential to attract customers and increase turnover. So, fairs and events appear on the podium of honor as an effective strategy in the current marketing plan. Significantly, marketers note the direct influence of the actions of e-mail marketing (45%) and face to face events (34%) on sales of the company.