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The State of Marketing Technology By Scott Brinker

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From the #MarTech Europe Conference in London, November 1-2, 2016. SESSION: The State of Marketing Technology Today. PRESENTATION: The State of Marketing Technology - Given by Scott Brinker, @chiefmartec - Chiefmartec.com, Editor

Published in: Marketing

The State of Marketing Technology By Scott Brinker

  1. 1. The State of Marke-ng Technology Sco3 Brinker @chiefmartec November 2016
  2. 2. Co-founder & CTO So#ware and services for interac1ve content. Editor Blog on the entwining of marke1ng & technology. Program Chair Marke1ng tech conference.
  3. 3. ~150 ~350 ~1,000 ~2,000 2011 2012 2014 2015 ~3,500 (3,874 logos) 2016
  4. 4. “Bring me my insights, I’m ready for an aEernoon strategy.”
  5. 5. “That’s not how martech works!”
  6. 6. Digital World à Martech Explosion
  7. 7. “Don’t worry, the robots are coming!”
  8. 8. 1me Ar-ficial Intelligence Will Increase Marke-ng Complexity marke1ng complexity human manageable complexity
  9. 9. 1me Ar-ficial Intelligence Will Increase Marke-ng Complexity marke1ng complexity human manageable complexity “invisible” complexity Why? Because it can. A variaHon on Wirth’s Law / Gate’s Law / Page’s Law / May’s Law
  10. 10. What would help you beQer leverage the full power of your current markeHng technology stack? #1: Be3er strategy . . . #7: Be3er integra-on
  11. 11. Websites are a great example of this today — their func1on and flow shapes brand experience.
  12. 12. 1me change organizaHons change logarithmically technology changes exponenHally
  13. 13. top performers are 7X more likely to emphasize people top performers deemphasize data and technology
  14. 14. 75% have marke-ng technologists today 85% will within the next 12 months Source: DataXu, Modernizing the Mix: Transforming MarkeHng Through Technology and AnalyHcs , July 2016
  15. 15. 2/3 have a chief marke-ng technologist (or similar role) Source: DataXu, Modernizing the Mix: Transforming MarkeHng Through Technology and AnalyHcs , July 2016
  16. 16. 59% increasing in-house martech (only 10% reducing) Source: DataXu, Modernizing the Mix: Transforming MarkeHng Through Technology and AnalyHcs , July 2016
  17. 17. 65% marke-ng roles 16% digital roles 18% IT roles Source: DataXu, Modernizing the Mix: Transforming MarkeHng Through Technology and AnalyHcs , July 2016
  18. 18. 56% increasing in-house adtech (only 10% reducing) Source: DataXu, Modernizing the Mix: Transforming MarkeHng Through Technology and AnalyHcs , July 2016
  19. 19. only 6% think outsourced adtech is be3er cost results transparency data Source: DataXu, Modernizing the Mix: Transforming MarkeHng Through Technology and AnalyHcs , July 2016
  20. 20. Best-of-Breed MarkeHng Technology Stacks Dominate the Market Today > 2X more popular than single-vendor suites
  21. 21. Stack Architecture vs. Leverage — Best-of-Breed Wins
  22. 22. Jake Sorofman Research Vice President, Gartner •  MarkeHng budgets increasing from 11% to 12% •  27% of the markeHng budget earmarked for technology •  More than what is allocated for paid media (22%) •  Almost as much as IT spends on technology: 3.24% vs. 3.4% of total company expenses Source: hQp://blogs.gartner.com/jake-sorofman/cmo-spending-is-on-the-rise-again/ Gartner 2016-2017 CMO Spend Survey
  23. 23. Fragile An-fragile Robust Grows stronger with change Can withstand change Harmed by change What are an--fragile strategies for marke-ng & marke-ng technology?
  24. 24. Fragile
  25. 25. Robust
  26. 26. An-fragile
  27. 27. Chief Marke-ng Technologist hQp://chiefmartec.com ion interac-ve, inc. hQp://ioninteracHve.com sbrinker@chiefmartec.com TwiQer: @chiefmartec Email me at: MarTech Conference hQp://martechconf.com
  28. 28. www.martechconf.com

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