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eMarketer Webinar: Marketing Technology—The Developments That Matter the Most in 2016



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Marketing technology is now a key topic of conversation in the C-suite at brands and agencies worldwide. Though marketers continue to improve their grasp on the vast tech landscape as they build their stacks, there are still many questions they need to have answered. Topics in this webinar include: How marketers’ priorities for technology are aligning with their business goals; Whether the marketing technology landscape will continue to expand, or consolidate; How the vague task of “integration” is becoming clearer and easier to accomplish; How agencies are adapting to demands for greater tech and data aptitude from clients.

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eMarketer Webinar: Marketing Technology—The Developments That Matter the Most in 2016

  1. 1. © 2016 eMarketer Inc. Made possible by Marketing Technology: The Developments that Matter the Most in 2016 Bryan Yeager Senior Analyst March 10, 2016
  2. 2. © 2016 eMarketer Inc. Marketing Technology Steps into the Spotlight
  3. 3. © 2016 eMarketer Inc. Image Credit: MattysFlicks via Flickr. CC BY 2.0 Digital Transformation What does that even mean?
  4. 4. © 2016 eMarketer Inc. Businesses are adapting to changes in how and where people spend their time with media 32.1% 2011 47.7% 2016 Source: eMarketer, Oct. 2015 26.0% Non-Digital Digital Mobile Nonvoice Time Spent with Media by US Adults
  5. 5. © 2016 eMarketer Inc. By the end of 2016 … 7 in 10 US internet users will use over-the-top (OTT) video services Source: eMarketer, Aug.–Nov. 2015 55% of US adult smartphone users will be monthly mobile banking users 36% of US digital travel sales will come from smartphones and tablets
  6. 6. © 2016 eMarketer Inc. Marketers are being tapped to spearhead more digital transformation initiatives “Grow revenues” was the top benefit of digital enterprise investments according to C-level execs Source: PricewaterhouseCoopers (PwC), Sept. 2015 Marketing execs second only to CEOs for the top role working most effectively to integrate and align IT with new business demands Source: Business Performance Innovation (BPI) Network, July 2015
  7. 7. © 2016 eMarketer Inc. Feeling the pressure of heightened expectations “C-suite expectations from their CMOs have skyrocketed. In addition to their day jobs orchestrating bread-and-butter marketing, CMOs are expected to be chief experience architects, chief digital officers and be the board’s consiglieres in the company’s digital charge.” —Kashyap Kompella, Research Director, Real Story Group
  8. 8. © 2016 eMarketer Inc. Defining ‘digital’ depends on the role Technology innovation-related activities Customer-facing technology activities Synonymous with IT CMO CIO CDO 1 2 3 Source: PricewaterhouseCoopers (PwC), Sept. 2015 1 Tech investments in all parts of business 4 1 2 3 2 3 4 4
  9. 9. © 2016 eMarketer Inc. Focus on customers, data-driven initiatives make marketers ideal for guiding transformation “The biggest priorities for digital transformation are marketing related issues: transforming the customer experience, commerce and marketing communication.” —Ashu Garg, General Partner, Foundation Capital “CMOs need to forge tighter partnerships with the CIOs and several other functions within the organization. … You need a strategy for the overall digital transformation.” —Kashyap Kompella, Research Director, Real Story Group
  10. 10. © 2016 eMarketer Inc. US marketing organizations now have a diverse array of roles to support digital companies Top existing roles 1. Social media (76%) 2. Marketing operations (65%) 3. Customer experience (56%) 4. Marketing technology (48%) 5. Innovation (48%) Top roles to add 1. Content strategy (40%) 2. Digital transformation (30%) 3. Mobile (29%) 4. Data science (28%) 5. Marketing technology (24%) Source: Assoc. of National Advertisers (ANA), Aug. 2015
  11. 11. © 2016 eMarketer Inc. Companies still have a long way to go to achieve their digital transformation goals
  12. 12. © 2016 eMarketer Inc. Some digital transformation goals are at odds with marketers’ customary role 74% focused on attracting new customers in 2016 40% focused on customer retention in 2016 Source: Campaigner, Nov. 2015 Marketing Goals for US Email Marketers
  13. 13. © 2016 eMarketer Inc. Though some marketers place equal emphasis on acquisition and retention 61.4% expanding focus on customer acquisition 60.6% Expanding focus on retention, loyalty and CRM Source: Direct Marketing Association (DMA)/Winterberry Group, June 2015 Company Priorities According to US Marketing Professionals
  14. 14. © 2016 eMarketer Inc. Marketers are excited for more customer experience and engagement efforts “Most exciting opportunity” for client-side marketers’ companies in 2016: 1. Optimizing the customer experience (22%) 2. Creating compelling content for digital experiences (16%) 3. Data-driven marketing that focuses on the individual (16%) Source: Econsultancy, Dec. 2015
  15. 15. © 2016 eMarketer Inc. Marketers aim to solve new customer experience problems with existing technologies “We’ll sometimes forget about the fact that we can also use a lot of these same tools [we use for customer acquisition] to enhance the overall customer experience for our existing customers.” —Tip Rose, Vice President, Enterprise Digital Marketing, Cardinal Health
  16. 16. © 2016 eMarketer Inc. The Expansion of the Marketing Tech Landscape Continues to Outpace Consolidation
  17. 17. © 2016 eMarketer Inc. More spending on data-driven marketing and advertising is causing tech budgets to swell 56.3% 68.6% 33.0% 24.0% 10.7% 6.8% 2015 2016 Increased No change Decreased Source: Global Alliance of Data-Driven Marketing Associations (GDMA)/Winterberry Group, Sept. 2015 Change in data-driven ad/marketing spending by professionals worldwide
  18. 18. © 2016 eMarketer Inc. 8 in 10 marketing execs in North America expected some type of increase in marketing technology purchases
  19. 19. © 2016 eMarketer Inc. Innovation far exceeds the level of consolidation in marketing technology “There is certainly consolidation happening, but the pace of innovation does not seem to have slowed. You’re still talking about thousands of companies that are trying to innovate in the space.” —Scott Brinker, Editor, Chief Marketing Technologist Blog
  20. 20. © 2016 eMarketer Inc. More than one-third of US client-side marketers have worked with startups in the past year 36.0% Top areas/tactics for which client- side marketers work with startups 1. Social media (53%) 2. Content dev/management (49%) 3. Research/analytics (45%) 4. Mobile advertising (43%) 5. Marketing automation (39%) Source: ANA/Consumer Technology Association (CTA), Sept. 2015
  21. 21. © 2016 eMarketer Inc. It’s common for marketers to work with several tech providers to support their practice  1 in 5 reported working with 11 or more providers  Some concern that existing tech might not be used to its fullest potential
  22. 22. © 2016 eMarketer Inc. Constant re-evaluation is required to ensure tools are optimally used “It’s a constantly moving universe of capabilities. What we bought yesterday isn’t going to be the same thing as what we have in place tomorrow.” —Cynthia Gumbert, Vice President, Marketing Technology and Demand Analytics, CA Technologies
  23. 23. © 2016 eMarketer Inc. -45.3%38.4% Investment and M&A activity in the marketing technology category remains strong 2014 2015 # of Deals Value 978 979 $26.8B$19.4B Source: Petsky Prunier, Jan. 2016 Marketing Technology Digital Advertising 2014 2015 # of Deals Value 439 452 $13.1B$23.9B
  24. 24. © 2016 eMarketer Inc. Marketing Technology Strategy Matures, but with Room for Staying Agile
  25. 25. © 2016 eMarketer Inc. ‘Adopted new technologies’ topped the list of changes made at marketers’ companies within the past year as of July 2015
  26. 26. © 2016 eMarketer Inc. A best-of-breed tech approach is becoming more popular among marketers “Marketers are largely going with a heterogeneous approach. They’re trying to rationalize their marketing stacks and cutting down the random stuff from all over the landscape.” —Scott Brinker, Editor, Chief Marketing Technologist Blog “When it comes to picking new tools, a ‘best-of- breed’ approach prevails. It is also more a necessity as the scope and variety of marketing use cases is quite large.” —Kashyap Kompella, Research Director, Real Story Group
  27. 27. © 2016 eMarketer Inc. But it’s not all about the technology. Alignment with content and sales helps drive success “If you don't have a good strategy and strong alignment with sales, you’re not going to deliver the results that you would like, in spite of all the accolades that the software may receive.” —Tip Rose, Vice President, Enterprise Digital Marketing, Cardinal Health “Marketing technology experts cannot work in a vacuum. They need a set of processes, content and strategy to work with them to help drive the return on investment from that technology.” —Rishi Dave, CMO, Dun & Bradstreet
  28. 28. © 2016 eMarketer Inc. Plenty of room for improvement when it comes to marketing technology tools and investment  4 in 10 US marketers disagreed that their company had up-to-date marketing technology  Just half of marketers believed their company was investing the right amount in marketing technology
  29. 29. © 2016 eMarketer Inc. Data-related tech gaps need immediate attention
  30. 30. © 2016 eMarketer Inc. The Nebulous Task of ‘Integration’ Becomes Clearer and Easier to Accomplish
  31. 31. © 2016 eMarketer Inc. Tech platform integration continues to be a top tech challenge for marketers
  32. 32. © 2016 eMarketer Inc. Marketers are demanding more openness and ability to integrate from tech vendors “Culturally, I think anything that prevents collaboration, open architecture and easy integration defeats the purpose of why you would go with technology in the first place.” —Chris Curtin, Chief Brand and Innovation Marketing Officer, Visa
  33. 33. © 2016 eMarketer Inc. Marketing tech vendors large and small have improved their ability to talk with other systems “ Most of the major platform vendors have grown their ecosystems, but so have the individual marketing products. As anyone who makes a marketing software product now knows, they’re going to get the integration question.” —Scott Brinker, Editor, Chief Marketing Technologist Blog
  34. 34. © 2016 eMarketer Inc. Connecting the rest of the company to the marketing technology stack 4 to 6 months most common amount of time it takes US marketers to fully integrate new tech into marketing efforts Source: Skyword, July 2015 US marketers’ challenges to creating data-driven initiatives: 1. Breaking down data silos between departments (61%) 2. Gathering and parsing data (56%) 3. Defining audience and customer segments (56%) Source: Forbes Insights/Turn, Sept. 2015
  35. 35. © 2016 eMarketer Inc. Marketing Technology and Advertising Technology Come Together
  36. 36. © 2016 eMarketer Inc. The marketer’s view: deciphering devices and behaviors to deliver an optimal experience “Customer” “Prospect” “Prospect” “Prospect”
  37. 37. © 2016 eMarketer Inc. Data is the catalyst for the collision of marketing technology and advertising technology “There is a critical shift happening where more organizations are in the process of blending these two worlds to get a more granular and accurate view of their marketing. … Increasingly, we see a transition happening from audience-based marketing to more of a user-centric focus. … We’re starting to look at each member’s reservation pattern across platforms, such as the app and the website, rather than looking at reservation data in these groups separately.” —Andrew Daley, Vice President, Marketing, Zipcar
  38. 38. © 2016 eMarketer Inc. Marketers actively exploring ways to more effectively link first-party and third-party data  37% of CMOs worldwide said they were using digital ad data to better understand audiences in their CRM database
  39. 39. © 2016 eMarketer Inc. Data management platforms (DMPs) are being integrated with other marketing technologies  22% were in strong agreement about using first-party data to enhance their ad campaigns
  40. 40. © 2016 eMarketer Inc. Collision of marketing tech and ad tech: it’s all about the data “It’s common in the industry to mix up your data and analytics strategy with your technology strategy and seeing the two as the same. A lot of best-in-class companies are defining their data strategy— they’re asking, ‘What data do I have? How do I leverage that data to build analytics? How do I use that data in all my different marketing technologies that I invest in to drive an outcome?’” —Rishi Dave, CMO, Dun & Bradstreet
  41. 41. © 2016 eMarketer Inc. Tech- and Data-Focused Agencies Are in High Demand
  42. 42. © 2016 eMarketer Inc. Senior marketers are placing a significant level of importance on the data and analytics capabilities of their agencies
  43. 43. © 2016 eMarketer Inc. Analytics are in demand by several measures Digital experience decision-makers worldwide said they used third-party vendors the most for performance analytics and reporting. (Forrester Consulting, June 2015) 4 in 10 US marketing professionals wanted their agency partners to increase their focus on data and related functions. (DMA/Winterberry Group, October 2015) Analytical measurement and attribution services topped list of most valuable marketing services among US marketing execs. (The Relevancy Group, April 2015)
  44. 44. © 2016 eMarketer Inc. Agencies are evolving to meet changing needs “The role of an agency is undergoing fundamental change. I think there are agencies that will become more like technology companies.” —Ashu Garg, General Partner, Foundation Capital “We use partners who have deeper subject expertise within specific platforms to really help augment that team so that we can be more efficient.” —Tip Rose, Vice President, Enterprise Digital Marketing, Cardinal Health
  45. 45. © 2016 eMarketer Inc. Agencies planned to make large investments in digital analytics, content marketing, data management platforms and mobile marketing
  46. 46. © 2016 eMarketer Inc. But make no mistake: marketing professionals still find creative and design capabilities to be very important
  47. 47. © 2016 eMarketer Inc. Marketing Tech Developments in 2016: A Review  As the C-suite focuses on data, analytics and digital transformation, marketing technology is stepping into the spotlight.  The expansion of the marketing tech landscape continues to outpace consolidation.  Marketing technology strategies are maturing, but with room for staying agile.  The nebulous task of “integration” is becoming clearer and easier to accomplish.  Marketing technology and advertising technology are converging.  Tech- and data-focused agencies are in high demand.
  48. 48. © 2016 Adobe Systems Incorporated. All Rights Reserved. ADOBE® MARKETING CLOUD Andrew Koperwas, Product Marketing Manager
  49. 49. © 2016 Adobe Systems Incorporated. All Rights Reserved. Jen | Gym Instructor Lululemon Athletica is fantastic. Felix | College Professor VERIZON LTE 4G Samsung Galaxy S4 Fred Leger Age 30 T-Mobile 4 Nokia Lumia 520 Sue Child Chris Manchester Elisa Sanchez Age 40 Jerry | Stock Broker AT&T Iphone 4s @AdobeMktgCloud Albert 3,343, 4,453 Welcome to the Era of Digital
  50. 50. © 2016 Adobe Systems Incorporated. All Rights Reserved. PERSONALIZED RELEVANT REAL-TIME Consumers expect more…
  51. 51. © 2016 Adobe Systems Incorporated. All Rights Reserved. Technology Obstacles to Realizing the Promise of Digital Marketing DISPARATE DATA SOURCES TOOLSET FRAGMENTATION DISTRIBUTED WORKFLOWS DISJOINTED SKILL SETS
  53. 53. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Leadership in Digital Marketing Cross-Channel Campaign Mgt Digital Customer Experience Online Testing Data Management Platforms Social Media Mgt Lead to Revenue Mgt Platform Web Content Mgt Mobile App Dev PlatformsMultichannel Campaign Mgt ‘14 Web Analytics Digital CX Delivery Platforms Marketing HubsMarketing Clouds
  54. 54. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe a Leader in the Gartner Marketing Hub Magic Quadrant 2014 & Forrester EMSS Wave 2014
  55. 55. © 2016 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: The Developments that Matter the Most in 2016  Marketing Technology: Six Developments that Matter the Most in 2016  Cross-Device Targeting: First-Party Data, TV and Privacy Are Big Factors for 2016  B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time  US Digital Display Advertising Trends: Eight Developments to Watch for in 2016