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

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The webinar will begin at
March 2, 2017
Marketing Technology 2017—It’s
More than Just the Stack
1pm ET
Nicole Perrin
Analyst

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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

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

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
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Inability to deliver
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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?

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

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