eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack

© 2016 eMarketer Inc.

Presented by:

Made possible by

Twitter Hashtag:

#eMwebinar

You will be connected to audio using your computer’s microphone and speakers (VoIP).

A headset is recommended. Or you may select “Use Telephone” after joining the

webinar. To join using your telephone, dial the conference number and provide the

access code noted in your control panel.

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

webinar recording.

The webinar will begin at

March 2, 2017

Marketing Technology 2017—It’s

More than Just the Stack

1pm ET

Nicole Perrin

Analyst


1. Viewer Window 2. Control Panel

Welcome Webinar Attendees

Your GoToWebinar Attendee Viewer is made of 2 parts:

Twitter – #eMwebinar

Type your question here


More Marketing Tech,

Fewer Problems


About a

quarter of

marketing

budgets go to

tech,

including

basic

infrastructure


Most

marketers

allocate less

than a quarter

of budgets to

marketing

tech tools

But nearly one in 10 say at

least half their budgets go

to marketing tech


And spending

is expected

to increase

this year

Only a quarter of

marketers say budgets will

stay the same or decline


Most expect a

slight

increase

Similarly, three in 10 said

budgets would stay the

same or go down


Now that

firms are

spending

more, nearly

three in four

marketers say

tech budgets

are in the

right spot


Budget—and

almost

everything

else—is less

of an obstacle

than ever


Which tools are marketers adopting?

In 2017

Social media marketing:

32%

Ad tech: 28%

Email marketing: 27%

Over the three years to

2016:

Email marketing: 39%

Social media marketing:

37%

Ad tech: 29%

Analytics: 29%

Content marketing: 29%

—Walker Sands/Chief Marketing Technologist


For B2B

marketers,

account-based

marketing

(ABM) is driving

investment in

tech tools


But is greater

adoption of

marketing

tech leading

to new

capabilities?

Agencies aren’t as

impressed with their brand

partners’ capabilities


Less complex use cases are more mature

B2C lead and offer management: 54% just starting vs.

35% at least reasonably mature

B2B lead management and nurture: 52% just starting vs.

39% at least reasonably mature

Social media monitoring: 39% just starting vs. 54% at

least reasonably mature

Social media marketing: 38% just starting vs. 53% at

least reasonably mature

—Real Story Group, Q1 2016


Integration Escalation


A note on the stack …

“The best-of-breed marketing stack has for

all practical purposes won. For midsize

businesses on up, it’s really hard to find a

company now that isn’t using a best-of-

breed stack, and it’s become a lot more

feasible because the major platforms

have become much better at supporting

a platform ecosystem.”

—Scott Brinker, Editor, Chief Marketing

Technologist


A note on the stack …

“These are winning out because there’s a

lot of variance from one business to

another in how they want to market and

who their audience is. The best stack for

one company could be a very different

set of tools than one of their competitors,

even in the same industry.”

—Scott Brinker, Editor, Chief Marketing

Technologist


Many

marketers

report a well

integrated

stack—though

most aren’t

perfect yet

Walker Sands/Chief

Marketing Technologist:

27% of US marketers had

an integrated stack


One-way

integrations

may be

increasing

more than

bidirectional

integrations


Other tech tools are much less likely to be

integrated—like social media


And

integration,

when it

exists, isn’t

necessarily

real-time


Getting real-time insights remains a challenge

“A big challenge is how do we continue

to surface the data and analytics to

the right people so they can take

action on it in real time? For example,

how do I equip the content marketers

in my organization with the right data

and analytics to inform them about

the type of content customers are

demanding in real time?”

—Rishi Dave, CMO, Dun & Bradstreet


But it’s not really about the stack

“What we find is as you develop clarity

around your stack, it’s really not about

the stack anymore; it’s about the

business impact and purpose of the

tools. Then how you are using these

tools does have organizational

implications.”

—Duane Schulz, Vice President, Digital and

Demand Marketing and Technology, Xerox


Putting Customer Data at

the Center


Marketing tech and data go hand in hand

“Those [marketers] that have already

begun to put the effort into putting

marketing technologies in place are

the ones that recognize that the data

they have—about their customers,

about their clients, about their own

systems, where consumers are

going—is a real asset.”

—Sean Brown, CTO, Organic


Marketers

have been

making more

data-driven

decisions, but

those

decisions

don’t yet

extend across

channels


Customer expectations are driving a change

“They’ve gone from looking at it

tactically, by channel, to looking at it

from a consumer standpoint, and

realized that this siloed or channel-

specific view is insufficient. They have

to flip it back to what the consumer

expectations are, and those have

changed dramatically over the past

five years.”

—Wayne Townsend, President, Technology

Practice, Epsilon


Marketers are using technology to integrate

across silos

“In years past, I’ve seen plenty of

clients who still looked at their website

as a siloed means of communication,

and their proactive email

communications as a completely

separate endeavor.”

—Sean Brown, CTO, Organic


The holy grail is

a personalized

customer

experience for

everyone,

across channels


Websites,

email and

mobile apps

are some of

the most

common

areas for

automated

personalized

messaging


But what does

it take for true

personalized

offerings

across all

channels?


Executing on

these

strategies is

more difficult

than

identifying

them


But there’s

still notable

improvement

over the past

few years


But there’s

still notable

improvement

over the past

few years


Marketers are

clear about the

importance of

a single

customer view,

even if they

struggle to

achieve it


Cost is one

barrier,

according to

research, as is

the state of

tech integration


Cost is one

barrier,

according to

research, as is

the state of

tech integration


These issues can make data seem less valuable

“[Marketers] all can cite recent examples

in which either the data they held was

incomplete or inconclusive yet a

decision was required, one they

ultimately made based on experience

and intuition.”

—Drew Neisser, Founder and CEO, Renegade


But subjectivity is inherent to using data

effectively

“At some point, somewhere, somehow,

you’re going to use that data to inform

future action. And at that point you are

into the interpretation business.”

—Chris Curtin, Chief Brand and Innovation

Marketing Officer, Visa


And then there’s the problem of executing on it—

the third step of the data process

Assembling data

Making decisions with data

Executing those decisions


Better Marketing Through

Digital Transformation


Using marketing technology strategically fosters

digital transformation

“Our website alone has moved from

being a marketing-centric product

environment to a storytelling editorial

environment, because our tools caused

us to start thinking about what we were

delivering as opposed to thinking

everything as just a big catalog.”

—Duane Schulz, Vice President, Digital and

Demand Marketing and Technology, Xerox


Using marketing technology strategically fosters

digital transformation

“It’s the epicenter in that so much of

the innovation is coming from the

digital world, and that innovation is

beginning to cross-pollinate its way

into everything else that we have

been doing traditionally.”

—Chris Curtin, Chief Brand and Innovation

Marketing Officer, Visa


Again, customer demand is the driving force

“Everything is about digital

transformation, across everything we

do. We’re increasingly moving our

products to ‘as-a-service’ because our

customers are demanding it, so digital

transformation is fundamental, to

marketing as well as product strategy,

development and customer support.”

—Rishi Dave, CMO, Dun & Bradstreet


That means marketers have an important line on

where digital transformation should go

“If you just take the technology view

across the enterprise, you miss a lot

of the point of what a digital

transformation is and why it’s

happening from a marketing

standpoint.”

—Wayne Townsend, President, Technology

Practice, Epsilon


Key Takeaways

Most practitioners now say their firms are budgeting the

right amount for marketing tech.

Marketers that recognize the value and importance of

customer data are the furthest along in marketing tech

implementation.

Brands are working to achieve a single customer view,

to provide personalized experiences across channels.

Marketers have the opportunity to lead digital

transformation at their organizations.

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Siloed technology stack

and marketing teams

Incomplete technology

for tracking and

understanding

customer interactions

Inability to deliver

personalized

content across

channels

46

Digital Foundation: Build a better foundation for digital marketing

Challenges

Growing support,

security and

performance demands

on IT

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.47

Experience Platform

• Enables full digital

experience

lifecycle

• Common UI and

data platform

• Streamlined

authoring

workflows

1

Engagement Powerhouse

• Cross-channel

experience

authoring and

delivery

• Powerful

experience testing

and targeting

• Personalized

marketing

automation

2

Listen & Discover Hub

• Flexible, holistic

data collection

• Advanced

segmentation

• Data

science/Machine

learning

• Real-time insights

at author’s

fingertips

3

• Maintenance and

24/7 support

• Named technical

point of contact

• Secure and

scalable cloud

platform

• Library of

documentation

and best

practices

• Modern and

extensible

platform ready for

3rd party systems

4

Success Focused

Digital Foundation: Key Building Blocks

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digital Foundation Solution Framework

CREATE engaging cross-channel digital experiences

ENGAGE customers through personalized marketing messages

LEARN about your audience and their interests

FOCUS on marketing while passing the IT worry to Adobe


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

Presented 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]

Nicole Perrin

Marketing Technology 2017—

It’s More than Just the Stack

Cross-Device Targeting: A More Holistic Audience View and a

More Compelling Customer Experience

Television Update Winter 2016-2017: The Shift in Ad Currency

Cross-Platform Video Ad Buying: Gaining Ground, but Fraught

With Hurdles

Cracking Cross-Device Attribution in 2016: Data Quality,

Blended Models and Merging Online-Offline Data

Television Update Fall 2016: Is the Surge in TV Ad Spending a

Normal Shift or a Trend?

Date post:	11-Apr-2017
Category:	Marketing
Upload:	emarketer
View:	930 times
Download:	1 times