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



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As marketing technology becomes a standard part of managing a business, many companies have become comfortable enough with the concept to shift away from their initial focus on platforms and to focus instead on data. Topics in this webinar include: The current state of marketing tech adoption and the most common tools being used; Why the best-of-breed tech stack has won out; What marketers are trying to get from their tech usage; How marketing technology can support overall digital transformation at brands.

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

  1. 1. © 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
  2. 2. © 2016 eMarketer Inc. 1. Viewer Window 2. Control Panel Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: Twitter – #eMwebinar Type your question here
  3. 3. © 2017 eMarketer Inc. More Marketing Tech, Fewer Problems
  4. 4. © 2017 eMarketer Inc. About a quarter of marketing budgets go to tech, including basic infrastructure
  5. 5. © 2017 eMarketer Inc. 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
  6. 6. © 2017 eMarketer Inc. And spending is expected to increase this year Only a quarter of marketers say budgets will stay the same or decline
  7. 7. © 2017 eMarketer Inc. Most expect a slight increase Similarly, three in 10 said budgets would stay the same or go down
  8. 8. © 2017 eMarketer Inc. Now that firms are spending more, nearly three in four marketers say tech budgets are in the right spot
  9. 9. © 2017 eMarketer Inc. Budget—and almost everything else—is less of an obstacle than ever
  10. 10. © 2017 eMarketer Inc. 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
  11. 11. © 2017 eMarketer Inc. For B2B marketers, account-based marketing (ABM) is driving investment in tech tools
  12. 12. © 2017 eMarketer Inc. But is greater adoption of marketing tech leading to new capabilities? Agencies aren’t as impressed with their brand partners’ capabilities
  13. 13. © 2017 eMarketer Inc. 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
  14. 14. © 2017 eMarketer Inc. Integration Escalation
  15. 15. © 2017 eMarketer Inc. 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
  16. 16. © 2017 eMarketer Inc. 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
  17. 17. © 2017 eMarketer Inc. 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
  18. 18. © 2017 eMarketer Inc. One-way integrations may be increasing more than bidirectional integrations
  19. 19. © 2017 eMarketer Inc. Other tech tools are much less likely to be integrated—like social media
  20. 20. © 2017 eMarketer Inc. And integration, when it exists, isn’t necessarily real-time
  21. 21. © 2017 eMarketer Inc. 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
  22. 22. © 2017 eMarketer Inc. 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
  23. 23. © 2017 eMarketer Inc. Putting Customer Data at the Center
  24. 24. © 2017 eMarketer Inc. 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
  25. 25. © 2017 eMarketer Inc. Marketers have been making more data-driven decisions, but those decisions don’t yet extend across channels
  26. 26. © 2017 eMarketer Inc. 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
  27. 27. © 2017 eMarketer Inc. 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
  28. 28. © 2017 eMarketer Inc. The holy grail is a personalized customer experience for everyone, across channels
  29. 29. © 2017 eMarketer Inc. Websites, email and mobile apps are some of the most common areas for automated personalized messaging
  30. 30. © 2017 eMarketer Inc. But what does it take for true personalized offerings across all channels?
  31. 31. © 2017 eMarketer Inc. Executing on these strategies is more difficult than identifying them
  32. 32. © 2017 eMarketer Inc. But there’s still notable improvement over the past few years
  33. 33. © 2017 eMarketer Inc. But there’s still notable improvement over the past few years
  34. 34. © 2017 eMarketer Inc. Marketers are clear about the importance of a single customer view, even if they struggle to achieve it
  35. 35. © 2017 eMarketer Inc. Cost is one barrier, according to research, as is the state of tech integration
  36. 36. © 2017 eMarketer Inc. Cost is one barrier, according to research, as is the state of tech integration
  37. 37. © 2017 eMarketer Inc. 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
  38. 38. © 2017 eMarketer Inc. 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
  39. 39. © 2017 eMarketer Inc. 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
  40. 40. © 2017 eMarketer Inc. Better Marketing Through Digital Transformation
  41. 41. © 2017 eMarketer Inc. 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
  42. 42. © 2017 eMarketer Inc. 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
  43. 43. © 2017 eMarketer Inc. 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
  44. 44. © 2017 eMarketer Inc. 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
  45. 45. © 2017 eMarketer Inc. 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.
  46. 46. © 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
  47. 47. © 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
  48. 48. © 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
  49. 49. © 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 Presented by: You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or 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?