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eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and Agencies

Technologies to create, manage and measure marketing and advertising have become essential tools to reach and engage increasingly connected audiences. Topics in this webinar include: Why marketing technology is becoming a strategic core competency for brands; How marketers are becoming smarter at buying technology; Why the idea of the marketing cloud is so attractive; How marketers are working with IT to deal with data and security issues.

eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and Agencies

  1. 1. © 2015 eMarketer Inc. Made possible by Marketing Technology: Nine Important Trends for Brands and Agencies July 23, 2015 Bryan Yeager Analyst
  2. 2. © 2015 eMarketer Inc. Marketing technology is evolving from specialty practice to strategic competency
  3. 3. © 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)
  4. 4. © 2015 eMarketer Inc. Analytics Presentation Automation Assets The Marketing Stack Measurement Optimization Source: eMarketer
  5. 5. © 2015 eMarketer Inc. Marketing execs worldwide focus on developing marketing operations and technology skills
  6. 6. © 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.
  7. 7. © 2015 eMarketer Inc. Marketers expect convergence with technology to greatly affect the profession over the next five years
  8. 8. © 2015 eMarketer Inc. The marketing technology landscape is vast and growing
  9. 9. © 2015 eMarketer Inc. Projected revenue growth among software vendors indicator of more marketer investment
  10. 10. © 2015 eMarketer Inc. 1003509501,876 Source: Scott Brinker, ChiefMarTec.com 2011 2012 2014 2015 Number of martech companies has grown rapidly
  11. 11. © 2015 eMarketer Inc.
  12. 12. © 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
  13. 13. © 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
  14. 14. © 2015 eMarketer Inc. Analytics, business intelligence and data management tools are of critical importance to marketing professionals
  15. 15. © 2015 eMarketer Inc. Marketers are becoming smarter technology buyers and implementers
  16. 16. © 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)
  17. 17. © 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
  18. 18. © 2015 eMarketer Inc. Agility, integration drawing marketers to the cloud
  19. 19. © 2015 eMarketer Inc. Factors drawing marketers to the cloud Infrastructure Time to Market Experimentation & Scalability
  20. 20. © 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)
  21. 21. © 2015 eMarketer Inc. Some progress, but still room for improvement
  22. 22. © 2015 eMarketer Inc. CMOs partnering with CIOs for better outcomes
  23. 23. © 2015 eMarketer Inc. CIOs play an important role in executing digital business strategy
  24. 24. © 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
  25. 25. © 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.
  26. 26. © 2015 eMarketer Inc. Data-related tech investments targeted for 2015
  27. 27. © 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)
  28. 28. © 2015 eMarketer Inc. Big plans for data-related tech investments
  29. 29. © 2015 eMarketer Inc. Better measurement, tracking and attribution can unlock more spend in mobile, digital, social
  30. 30. © 2015 eMarketer Inc. Marketers are attracted to the “marketing cloud” vision
  31. 31. © 2015 eMarketer Inc. The marketing cloud: It’s all about integration
  32. 32. © 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
  33. 33. © 2015 eMarketer Inc. Different schools of thought on tech acquisition, integration
  34. 34. © 2015 eMarketer Inc. Marketers and agencies are split on their preference for “integrated” or “independent” solutions
  35. 35. © 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
  36. 36. © 2015 eMarketer Inc. Brands turn to agencies for tech-driven solutions
  37. 37. © 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)
  38. 38. © 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
  39. 39. © 2015 eMarketer Inc. Reviewing the nine trends
  40. 40. © 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
  41. 41. © 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
  42. 42. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. Tame the Complexity of Digital Marketing Introduction to the Oracle Marketing Cloud Chris Lynch Senior Director, Product Marketing, Oracle Marketing Cloud
  43. 43. 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
  44. 44. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Of marketers have silo’d teams and technologies by channels 93% Marketing Companies Lack Centralized Hub to Orchestrate Customer Interactions and Content Across Lifecycle Agency EMAIL WEB SOCIAL MOBILE CONTENT SEARCH CREATIVE MEDIA
  45. 45. MEDIA DATA Chaotic Ecosystem Overwhelms Marketing Strategy & Planning APPS Total Marketing Tech Landscape size: 1,876 vendors across 43 categories - ChiefMarTec
  46. 46. 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
  47. 47. © 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 webinars@emarketer.com 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

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