marketing landscape and technology companies
TRANSCRIPT
Marketing Technology Landscape:
A look a the landscape, company classifications, marketing technologies and technology trends and how technology is
changing marketing.
Table of Contents:
Page Title: Page Numbers: Marketing Landscape 3
Company Classifications 16Marketing Technologies 29
Top 3 Technology Trends to Watch 47How Technology is Changing Marketing
58
Work Cited 66
Marketing Landscape:Playground-
The Internet Has Made Markets
Bigger and Accessible:
The Rules of Engagement With Customers Have
Changed RadicallyThere are also More,
Not Fewer, Ad/Martech
Companies Than Ever:
Compiled by author from http://venturebeat.com/
Marketing Landscape:Playground- Internet
Compiled by author from http://venturebeat.com/
Marketing Landscape:Playground- Rules of
Engagement
Compiled by author from http://venturebeat.com/
Marketing Landscape:Playground- Companies
•Specialized technologies directly affect prospects and customers across lifecycles, such as advertising, email, social media, SEO etc.
Marketing Experiences
•Tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management
Marketing Operations
•Such as DMPs, CDPs, tag management, cloud connectors, user management, and API services
Marketing Middleware
•Such as CRM, marketing automation, content management, and e-commerce engines. [These are quite different in their application, so need to be reviewed separately]
Marketing Backbone Platforms
•Such as databases, big data management, cloud computing, and software development tools.
Infrastructure Services
•Such as Facebook, Google, and Twitter that underlie today’s marketing environment. [How you integrate with these key platforms]Internet Services
Company Classificatio
n Categories:
Compiled by author from smartinsights.com
Marketing Landscape:Challenges-
Technology management
Trying to change how firms think and behave in digital world that is:
•Hyper-connected•Always-on •Customer-controlled
Nature of marketing has gone from a secondary
communications function to the
main part of the customer
experience
The bar for delivering great
customer experiences is rising rapidly
Compiled by author from http://venturebeat.com/
Marketing Landscape:Marketing Companies Realization-
Companies are focusing on APIs and on preserving brand identity
The best marketing tech companies are verticalizing and specializing
It’s nearly impossible to consolidate all the fragmentation in the market
Compiled by author from http://venturebeat.com/
Company Classifications: Facts-
Companies are placed in 6 different categories
Then they are classified into 43 sub-categories
Some companies offer more then one aspect of the sub-category
Company Classifications: Sub-categories by Section-
Mobile Marketing
Display & Native Ads
Video Marketing &
AdsSearch & Social Ads
Communities & Reviews
Email Marketing
Influencer Marketing
Social Media Marketing
Events & Webinars SEO
Customer Experience/V
oC
Loyalty/ Referal/
GamificationPersonalizatio
n & ChatTesting &
OptimizationInteractive
Content
Content Marketing
Creative & Design
Sales Enablement
Compiled by author from http://venturebeat.com/
Company Classificatio
n:
Marketing Experience:
Company Classifications: Sub-categories by Section-
Audience & Market Data
Channel/Local Marketing
Asset & Resource Management
Call Analytics Management
Team & Project Management Vendor Data/Analysis Performance &
AttributionDashboard/Visualization
Web & Mobile Analytics
BI, CI and Data Science
Company Classificatio
n:
Marketing Operations:
Compiled by author from http://venturebeat.com/
Company Classifications: Sub-categories by Section-
Data Management/Customer Data Platform
Tag Management Identity Cloud Integration/ESB’s API’s
Platform/Suite CRMMarketing
Automation/Campaign & Lead
Management
Web Content/ Experience
Management E-Commerce
Compiled by author from http://venturebeat.com/
Company Classificatio
n:
Middleware:
Backbone Platforms:
Company Classifications: Sub-categories by Section-
Databases & Big Data
Cloud/LaaS/PaaS
Mobile Add Development And Marketing
Web Development
Marketing Environme
nt
Compiled by author from http://venturebeat.com/
Company Classificatio
n:
Infrastructure:
Internet:
Company Classifications:Picking a Company-
Business Case And Review
ApproachTechnology Roadmap
All-in-one Vs Best-of-
breed Solutions:
Open Source Options
Get Value From
Technology Investments
:
Change Managemen
t And Education
Compiled by author smartinsights.com
Marketing Technologies:Top 7-
Analytics
Conversion Optimizati
on
Search Engine
MarketingRemarketin
g
Mobile
Marketing Automatio
n
Compiled by author from hbr.org
Top 7:
Tech Trends to Watch: Top 3-
Connected Life
Platforms Are
Emerging
Mobile Shapes
The Internet Of Me
The Speed Of Life
Gets Even Faster
Compiled by author from spiceworks.com images from google.com
Tech Trends to Watch: Stats-
Searches related to the Internet of Things grew 2.5XSearches for wearable tech grew 3X especially popular among the health-conscious crowdSearches for Smart TVs grew by 28% surpassing searches about other popular TV specs1.6 million hours of video about connected car platforms were watched on YouTubeSearches for smart lightbulbs went up 36%In 2015, connectivity will be the default in the products used most4.9 billion connected things will be in use globally in 2015, up 30% year over year
Compiled by author from spiceworks.com images from google.com
Connected Life
Platforms Are
Emerging
Tech Trends to Watch:What It Means For
Marketers-
Connected Life
Platforms Are
Emerging:
Connected objects will create more
data—use it to create better experiences
Make recommendatio
ns based on preferences
Tap into programmatic technology to
deliver relevant ads in real time
Use data-driven insights to up customer service game
Compiled by author from spiceworks.com
Connected Life
Platforms Are
Emerging
Tech Trends to Watch: Stats-
1.3 billion Smartphones will have shipped globally in 2014 Americans now spend 151 minutes per day on smartphones, more than on TV or laptops 1 in 5 searches on google are related to locationSearches for “nearby” have grown 5X since 2011 as people look for what’s around themSearches for personal health apps have grown 12X in the past year Searches for NFC, which lets smartphones “talk to” objects, have grown in four years. 1.5X
Compiled by author from spiceworks.com images from google.com
Mobile Shapes
The Internet Of Me
Tech Trends to Watch:What It Means For
Marketers-
Mobile Shapes
The Internet Of Me:
The mobile device is the remote control for our
lives
Make sure consumers have a great experience with your brand
on their smartphone Use context to
make it even better—content
about their location, ads with local inventory,
one-click ordering
Compiled by author from spiceworks.com
Mobile Shapes
The Internet Of Me
Tech Trends to Watch: Stats-
Lightweight HD cameras make it easier to capture the moment in the moment
Google app gets 30X as many action queries by voice as by typing.
Technology is a virtual assistant, giving us the info we need whenever we ask (or before we even have to)
800K hours of drone videos watched on YouTube in November 2014
2.6X growth in searches for drones since last year
Compiled by author from spiceworks.com images from google.com
The Speed Of Life Gets Even Faster
Tech Trends to Watch:What It Means For
Marketers-
The Speed Of Life Gets Even
Faster:
Consumers expect to get
what they want in the moment they
want it
Think about what it means—•24/7 customer support?
•On-demand delivery? •A more comprehensive keyword strategy?
Make interactions fast, simple, and
easy
Make sure interactions are useful in all the moments that
matter
Compiled by author from spiceworks.com
The Speed Of Life Gets Even Faster
Technology Changing Marketing:
Three Areas Changed- The
Speed
Relevance
Reach Of Campaig
ns
Three Areas of Marketing Which Have
Been Transformed
by Digital Are:
Compiled by author from theguardian.com
Technology Changing Marketing:
Overall- Today’s Connected Consumers Are Using Smartphones, Ipads, Laptops - And Even Glasses And Watches - To Access Content
Marketing Departments Need To Provide Compelling Campaigns Across These Different Devices And Become Proficient In Using Technology
Marketers Need To Work Closely With IT Departments And Technologists
They Need To Understand The Processes Behind Developing Websites, Handling Data And Running Social Media CampaignsMarketers Could Develop The Skills To Enable Them To Work Hand In Hand With Technologists While Retaining Their Creativity, Flair And Intuition
Compiled by author from theguardian.com
Work Cited:
1. "3 Technology Trends That Marketers Should Watch in 2015." 3 Technology Trends Marketers Should Watch in 2015. Web. 16 Dec. 2015. <http://www.spiceworks.com/marketing/3-technology-trends-marketers-watch-2015/>.
2. "7 Marketing Technologies Every Company Must Use." Harvard Business Review. 3 Nov. 2014. Web. 16 Dec. 2015. <https://hbr.org/2014/11/7-marketing-technologies-every-company-must-use>.
3. Benady, David. "How Technology Is Changing Marketing." The Guardian. 29 Sept. 2014. Web. 16 Dec. 2015. <http://www.theguardian.com/media-network/media-network-blog/2014/sep/29/technology-changing-marketing-digital-media>.
4. "Great Unbundling of Marketing Is here." VentureBeat. Web. 16 Dec. 2015. <http://venturebeat.com/2015/09/26/the-great-unbundling-of-marketing-is-here/>.
5. "Marketing Technology in 2015 [Infographic]." Smart Insights. 27 Jan. 2015. Web. 16 Dec. 2015. <http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/>.
6. "Marketing Technology Landscape Supergraphic (2015) - Chief Marketing Technologist." Chief Marketing Technologist. 12 Jan. 2015. Web. 16 Dec. 2015. <http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/>.
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