Progressions and Predictions of Marketing Technology

Further, the 2016 Hype Cycle for Digital Marketing and Advertising suggested that the combination of four key data-centric marketing driving forces including personalization, real-time marketing systems, the employment of contextual clues, and the convergence of Martech and Adtech would lead to more appropriate uses of IoT devices and analytics, and machine learning and personalization bolstering data-centric marketing tactics. As Gartner’s 2016-2017 Chief Marketing Officer (CMO) Spend Survey predicts higher marketing budgets in 2017, one wonders what marketing technology holds for us in the year to come. Early Adopters In the second annual State of Marketing Technology report from Walker Sands, it’s suggested that marketers are becoming more comfortable with the ever increasing variety of tools at their disposal, many adopting martech devices more quickly. Unfortunately, more than half of today’s marketers aren’t managing to keep up with these changes. Surprisingly, this tremendous array of tools has not led the majority of companies to seek a single vendor for their marketing cloud, a solution which might offer greater ease of use and comfort. Instead, the majority of organizations both large and small are focusing on the integration of best-of-breed architecture to provide the best solution for each requirement, no matter the mix required. Integration and Best-of-Breed Along with the data suggesting best-of-breed architecture leads in martech selections, Walker Sands’ study finds that integrated best-of-breed marketing technology is the most popular and the majority of respondents believe their companies are well able to leverage the power of integrated best-of-breed tools. But fragmented best-of-breed stacks shouldn’t be disqualified just yet; currently, 21% of participants indicated use – just 6% less than those using integrated best-of-breed stacks. In just five years it’s projected that over a billion people globally will regularly use a virtual or augmented reality platform to access data, content, and apps. It appears that, despite martech concerns such as ad-blocking tools and the effectiveness of some of the digital marketing and advertising tools, the role of digital marketing advertising moves from strength to strength and the plans for spend in this area remain high.

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In Gartner’s 2015 Data-Driven Marketing Survey we saw three new
technologies entering the hype cycle, Predictive B2B Marketing, Ad
Blocking, and Mobile Wallet. Further, the 2016 Hype Cycle for
Digital Marketing and Advertising suggested that the combination of
four key data-centric marketing driving forces including
personalization, real-time marketing systems, the employment of
contextual clues, and the convergence of Martech and Adtech would
lead to more appropriate uses of IoT devices and analytics, and
machine learning and personalization bolstering data-centric
marketing tactics. As Gartner’s
2016-2017
Chief Marketing Officer (CMO)
Spend Survey predicts higher marketing budgets in 2017, one wonders
what marketing technology holds for us in the year to come.

Early Adopters

ws_martech_leverage-stack

In the second annual State of Marketing Technology report from
Walker Sands, it’s
suggested that marketers are becoming more comfortable with the
ever increasing variety of tools at their disposal, many adopting
martech devices more quickly. Unfortunately, more than half of
today’s marketers aren’t managing to keep up with these changes.
Though many marketers are seen jumping in with both feet, taking
advantage of what one expert summed a landscape of nearly 4,000
solutions, just as many others are entirely overwhelmed by the new
technology and requirements of
the evolving digital marketing space
. Surprisingly, this
tremendous array of tools has not led the majority of companies to
seek a single vendor for their marketing cloud, a solution which
might offer greater ease of use and comfort. Instead, the majority
of organizations both large and small are…

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