Todays Top 5 Trends In Marketing Technology

1. Today’s Top 5 Trends in
Marketing Technology
Margaret Wise | VP, Strategy
mwise@arke.com
www.linkedin.com/in/mgtwise

2. The good old days…

3. New Marketing Platform Trends

4. Customer Experience Leaders Outperform the Market

5. You are not being judged fairly

6. 50% of these require technology investments

7. Why are we still building silos in an
interconnected world?
How do we translate marketing needs into
technology requirements?
Can we make sure our
tools work together?
How do we make the
most of our tools?
We paid full price for that technology tool.
Why are we only using half of it?
What tools do we really
need?
What’s on The Marketing Mind? TM

8. Leapfrog ahead…or fall further behind

9. Hierarchy of MarTech Needs

11. Marketing & Advertising
Business Processes
Decision Making
The Expectations
IT Mindset
Digital Spray One-to-one Digital Marketing
Paper & People Intensive Highly Automated
Instincts & Experience Fact Based Decisions
Traditional iGeneration
Systems of Records Systems of Engagement
Continuous Process Improvement
Credit FPoV 2015

12. Today’s technology is sparking opportunity
58%
of new IT investments
will directly involve
business executives
in 2013
80%
of new IT investments
will directly involve
business executives
by 2016
70%
of CIOs will
embrace a cloud
first strategy
in 2016
Businesses must employ a connected
strategy—across mobile, social, cloud, and
information—to remain competitivemobile
social cloud
information
#1 tech priority
for both IT execs and
BDMs: “Improve
the use of
and analytics
to improve business
decisions and outcomes”
data
Internet of things
“Smart” assets will
make processes
more efficient, give
products new capabilities, and
spark novel business models
Mobile devices:
new primary design
point for end-user
access
Apps
85%of CxOs
view IT department as key resource
for achieving strategic goals
#crmshowme
#crmshowme

13. ‘Pre’ Trend – The fundamentals

14. Trend 1- Personalization

15. Imagine if…
the content on Starbucks.com changed
based on our previous purchases
made with the Starbucks app…
Explicit Personalization is based off
these available factors…
• Any data you own
(CRM/ERP/Other)
• Third Party data sources
• Acxiom (b2c)
• Demandbase (b2b)
Explicit Personalization
Click any link in the email and the
starbucks.com immediately closes the
loop with CRM and knows all about me

16. Imagine if…
the experience on bestbuy.com
changed based on the type of computer
we visited from. One experience being
a Mac the other being a Dell
Implicit Personalization is based off
these available factors…
• Location (Atlanta or San Francisco)
• Browser (Chrome or Internet
Explorer)
• Computer type (PC or MAC)
• Time of day (Morning or Night)
• Screen size (think responsive)
Implicit Personalization

17. Imagine if…
the experience on cnn.com
changed based on the type of
content we consumed on our
last visit or the referring source
Behavioral Personalization is
based off these available
factors…
• Current visit activity
• Previous visit activity
• Referral source
Behavioral Personalization
CNN after they
realize I love to travel
topics
Generic CNN

18. Trend 2- Orchestration of Content

19. What you need- when you need it

20. Trend 3- Moments vs Mindset

21. Trend 4: Customer Effort Score

22. Trend 5 – Experience of the (near) future

23. The wave of the future…

24. Who is
Arke?
Marketing Technologist
65 consultants supporting enterprise customers
A Loyal Partner
300+ Projects with a 94% client retention rate
Sitecore and Microsoft
Extremely close with our software partners (ask how!)
Innovators
We are constantly improve our software partners
products with our own products
Digital Business Transformation
Who is ?