emarketer webinar: marketing technology—nine important trends for brands and agencies

47
© 2015 eMarketer Inc. Made possible by Marketing Technology: Nine Important Trends for Brands and Agencies July 23, 2015 Bryan Yeager Analyst

Upload: emarketer

Post on 12-Aug-2015

2.565 views

Category:

Marketing


1 download

TRANSCRIPT

© 2015 eMarketer Inc.

Made possible by

Marketing Technology:

Nine Important Trends for Brands

and Agencies

July 23, 2015

Bryan Yeager

Analyst

© 2015 eMarketer Inc.

Marketing technology is

evolving from specialty

practice to strategic

competency

© 2015 eMarketer Inc.

Customer centricity driving

marketers’ technology investments

62%wanted to improve

customer service &

satisfaction

(Econsultancy, Aug. 2014)

52.7%wanted to deliver more

relevant communications

to customers

(Winterberry Group, Sep. 2014)

© 2015 eMarketer Inc.

Analytics

Presentation

Automation

Assets

The Marketing Stack

Me

asurem

ent

Op

tim

izatio

n

Source: eMarketer

© 2015 eMarketer Inc.

Marketing execs worldwide focus on developing

marketing operations and technology skills

© 2015 eMarketer Inc.

Marketing tech becoming pervasive within

organizations

“Marketing technology has gone from

being a specialty within niche

functions in our company and others to

being something that’s pervasive.

If you are a modern marketer, you’ve

really got to understand how these tools

can work for you and help you engage the

customer.”

—Duane Schulz, vice president of marketing

operations at Xerox Corp.

© 2015 eMarketer Inc.

Marketers

expect

convergence

with

technology to

greatly affect

the profession

over the next

five years

© 2015 eMarketer Inc.

The marketing technology

landscape is vast and

growing

© 2015 eMarketer Inc.

Projected revenue growth among software

vendors indicator of more marketer investment

© 2015 eMarketer Inc.

1003509501,876

Source: Scott Brinker, ChiefMarTec.com

2011

2012

2014

2015

Number of martech companies has grown rapidly

© 2015 eMarketer Inc.

© 2015 eMarketer Inc.

An unrelenting pace of change

61% believe marketing tech is evolving rapidly

Source: Signal, Sep. 2014

6% believe it’s evolving at light speed

Image Credit: TastyK @ DeviantArt

© 2015 eMarketer Inc.

Dedicated roles being created to keep up with

the evolving landscape

“One of the roles on my team is called ‘marketing

technology innovation.’ That person’s full-

time job is really to evaluate what’s out

there and whether there is anything interesting

[for our company]… If Aetna wants to do

something in 12 months, what do we need to do

from a skill set, budget and technology-platform

perspective to actually prepare us to do it?”

—Joseph Kurian, head of marketing technology and

innovation at Aetna

© 2015 eMarketer Inc.

Analytics,

business

intelligence and

data management

tools are of

critical

importance to

marketing

professionals

© 2015 eMarketer Inc.

Marketers are becoming

smarter technology buyers

and implementers

© 2015 eMarketer Inc.

Most marketers use 5-10 tools, apps,

services or technologies to support

their campaigns and initiatives …

(CMO Council/Tealium, Q3 2014)

… but 12% had more than 20

toolsets they were managing as of

December 2014

(Winterberry Group)

© 2015 eMarketer Inc.

A new approach to managing marketing

technology investments, implementation

“We have become good at

managing a portfolio of vendors, as

well as becoming more

experimental. … The way modern

companies are going to evolve with

respect to marketing technology is

by not overthinking big

technology investments.”

—Rishi Dave, CMO at Dun & Bradstreet

© 2015 eMarketer Inc.

Agility, integration

drawing marketers to the

cloud

© 2015 eMarketer Inc.

Factors drawing marketers to the cloud

Infrastructure Time to

Market

Experimentation

& Scalability

© 2015 eMarketer Inc.

Integration of data, systems is top priority

Key criteria for new tech

evaluations

1. Full integration with other

technology (49%)

2. Privacy/data security (45%)

3. Rapid development of new

features for future needs

(45%)

Factors that would enable

better use of data

1. Better integration of

existing tools (60.9%)

2. Improved processes for

sharing data among various

tools (60.9%)

3. More experienced

practitioners to lead efforts

(45%)

(Econsultancy, Aug. 2014)

(Winterberry Group, Dec. 2014)

© 2015 eMarketer Inc.

Some progress, but still room for improvement

© 2015 eMarketer Inc.

CMOs partnering with

CIOs for better outcomes

© 2015 eMarketer Inc.

CIOs play an

important role

in executing

digital business

strategy

© 2015 eMarketer Inc.

Bridging the gap between marketing, IT

“Last year was a real

turning point for a lot of

organizations. They

recognized that

marketing technology

capabilities are: A) the

future of marketing, and

B) the future of IT.”

—Scott Brinker, author, Chief

Marketing Technologist Blog

“The CMO is at the table

making marketing

technology decisions.

But the big decisions

are often done in

partnership with the

CIO.”

—Sheldon Monteiro, CTO at

SapientNitro

© 2015 eMarketer Inc.

Marketing collaboration with IT in practice

“If somebody is looking at a category or

they’re talking to a vendor, they can ping

us and ask, ‘What do you think about this?

Should I be talking to anybody else?’ …

It’s not a central control thing but rather

building a community of

excellence that can co-educate

each other.”

—Duane Schulz, vice president of marketing

operations at Xerox Corp.

© 2015 eMarketer Inc.

Data-related tech

investments targeted for

2015

© 2015 eMarketer Inc.

Top technology investment areas in 2015

Areas of priority for

client-side marketers

1. Targeting and

personalization (30%)

2. Content optimization (29%)

3. Social media engagement

(27%)

Tactics most likely to receive

investment increases

1. Social marketing (37%)

2. Mobile marketing (28%)

3. Marketing analytics (25%)

(Econsultancy, Jan. 2015)

(Economist Intelligence Unit, Nov. 2014)

© 2015 eMarketer Inc.

Big plans for data-related tech investments

© 2015 eMarketer Inc.

Better measurement, tracking and attribution

can unlock more spend in mobile, digital, social

© 2015 eMarketer Inc.

Marketers are attracted to

the “marketing cloud”

vision

© 2015 eMarketer Inc.

The marketing cloud: It’s all about integration

© 2015 eMarketer Inc.

Benefits to having everything in one place

“Who wouldn’t want the ease of

having everything in one place and

be able to look at your customer

holistically? There is an inherent

value for the marketer—and one

might say the consumer—in

having everything in one

platform.”

—Adam Broitman, vice president of

global digital marketing at MasterCard

© 2015 eMarketer Inc.

Different schools of

thought on tech

acquisition, integration

© 2015 eMarketer Inc.

Marketers and

agencies are split

on their preference

for “integrated” or

“independent”

solutions

© 2015 eMarketer Inc.

Marketing cloud as marketing operating system

could mean the rise of third-party “app stores”

“I think what’s going to happen with

the marketing cloud space is the

best players are going to figure

out how to develop some

really strong stacks so they

will own portions of the landscape.

But they will also keep thriving

ecosystems of third-party

providers.”

—Sheldon Monteiro, CTO at SapientNitro

© 2015 eMarketer Inc.

Brands turn to agencies

for tech-driven solutions

© 2015 eMarketer Inc.

Technology helps agencies drive results for their

clients

53%of senior executives

rely heavily on

agencies to meet

digital marketing

objectives

(Forbes Insights, Oct. 2014)

74%of client-side marketers

agree that agencies

play an important role in

driving business

results

(ANA, Feb. 2015)

© 2015 eMarketer Inc.

Partnerships with vendors help agencies get the

most out of technology

“You want to be able to know the

software better than your competitors

so you can do innovative things

that nobody else is doing. And

you can only do that with a tight

partnership, because [then] you start

to take risks and chances. At that point

it’s all about working well together.”

—Ray Velez, global CTO at Razorfish

© 2015 eMarketer Inc.

Reviewing the nine trends

© 2015 eMarketer Inc.

Reviewing the nine trends

1. Marketing technology evolving from specialty

practice to strategic competency

2. The marketing technology landscape is vast and

growing

3. Marketers are becoming smarter technology

buyers and implementers

4. Agility, integration drawing marketers to the

cloud

5. CMOs partnering with CIOs for better outcomes

© 2015 eMarketer Inc.

Reviewing the nine trends

6. Data-related tech investments targeted for 2015

7. Marketers are attracted to the “marketing cloud”

vision

8. Different schools of thought on tech acquisition,

integration

9. Brands turn to agencies for tech-driven solutions

Copyright © 2015, Oracle and/or its affiliates. All rights reserved.

Tame the Complexity of Digital MarketingIntroduction to the Oracle Marketing Cloud

Chris LynchSenior Director, Product Marketing, Oracle Marketing Cloud

Copyright © 2015, Oracle and/or its affiliates. All rights reserved.

The Division Between Anonymous and Known Marketing Data Prevents Relevance

85%Of CMOs say data spread channels prevents cross-

channel consistency.

- CMO Club

Greg Jones, 30, Chicago Past Purchase: Jeans

ANONYMOUS KNOWN

Copyright © 2014 Oracle and/or its affiliates. All rights reserved.

Of marketers have silo’dteams and technologies by channels

93%

Marketing

Companies Lack Centralized Hub to OrchestrateCustomer Interactions and Content Across Lifecycle

Agency

EMAIL WEB

SOCIAL MOBILE

CONTENT SEARCH

CREATIVE

MEDIA

MEDIADATA

Chaotic Ecosystem Overwhelms Marketing Strategy & Planning

APPS

Total Marketing TechLandscape size:

1,876vendors across43 categories

- ChiefMarTec

Copyright © 2015, Oracle and/or its affiliates. All rights reserved.

Vision for Modern Marketing

Connect Online and Offline Interactions to One Customer

Tie interactions to one customer across all devices and channels

Bridge Anonymous and Known Marketing

Connect all proprietary and 3rd party data to increase relevance

Adapt with Behavior-Based Orchestration

Empower the customer to dictate their own path

© 2015 eMarketer Inc.

Learn more about digital marketing with an

eMarketer corporate subscription

Around 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

Q&A Session

Made possible by

You will receive an email tomorrow with a link to view the deck and

webinar recording.

To learn more: www.emarketer.com/products

800-405-0844 or [email protected]

Bryan Yeager

Marketing Technology:

Nine Important Trends for

Brands and Agencies

Marketing Technology: Nine Important Trends for Brands and

Agencies in 2015

Marketing Automation: Examining Users and Usage, and

What's Coming Next

Digital Identity: How Tomorrow's Connected Life Could Help

Solve Today's Fragmentation Issues

Cross-Device Targeting: Success Hinges on Device

Identification Methods