Marketing Technology 2015 Trends and Developments

Scott Brinker @chiefmartec

Co-founder & CTO Software and services for marketing apps.

Author & Editor Blog on the entwining of marketing & technology.

Program Chair Marketing tech conference.

Technology Marketing

Strategy

The Most Interesting Intersection in the World

947 companies 43 categories

And this is not comprehensive!

~100 companies

~350 companies

~950 companies

“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”

Source: Econsultancy, Skills of the Modern Marketer

70% of marketers increasing digital marketing technology spending in 2014

Only 2% are decreasing

Increasing technology expenses and capital investments; cross-charges from IT and external agencies

Digital marketing funded by rearranging existing budgets — but not just marketing’s

According to a recent Gartner study, CEOs believe that the most important technology-enabled investment over the next 5 years is digital marketing

Source: Gartner, April 2014

Everything digital is

controlled by software.

Software is how marketing “sees” and “touches” customers

in a digital world.

Analytics software affects our perceptions.

Marketing automation software affects our processes.

Social media software affects our engagement strategy.

Marketing apps software affects our touchpoints.

CRM software, by definition, affects our relationships.

Marketer Marketing Software

Web Services

Client Software

Customer

Can’t Adobe-IBM-Oracle-

Salesforce.com consolidate this

all for me?

Adoibacle.com one suite to

rule them all!

Google and Microsoft are the only two companies with positions across all stages of this channel.

Today

Mega Suites

Today

Mega Suites

Today

What if 1,000+ marketing technology

vendors were the new normal?

Cheap IaaS & PaaS Scalability

SaaS Business Models

Open Source &

APIs

Global Talent &

Knowledge

Inbound Marketing

5 Forces of the Cloud Computing Revolution

Cheap IaaS & PaaS Scalability

SaaS Business Models

Open Source &

APIs

Global Talent &

Knowledge

Inbound Marketing

Digital marketing is

the first major industry born in the cloud

computing era.

Innovation Consolidation

Inflow >= Outflow

Consolidation will not be

evenly distributed.

BA

CK

BO

NE

PLA

TFO

RM

S M

IDD

LE-

WA

RE

CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce

User Mgmt Cloud Connectors

APIs Tag Management Data Management Platforms/Customer Data Platforms

Customer Data Campaign Data Content Data Catalog Data

Correlation Data

Core Customer Data

Core customer data offers the greatest incentives & practicality for consolidation.

Process, insights, and experiences, less so.

Mega Suites

Backbone Platforms with

3rd-Party “Apps”

Today

Major providers are now emphasizing 3rd-party developer “app stores.”

Platform approach helps give customers flexibility in heterogeneous environments.

Platform approach is also a Judo move on managing accelerating change.

2,160 apps

29,871 plugins

But why would we want 1,000 marketing

technology vendors?

Marketing is not ERP.

We don’t control the environment.

We don’t control the customer.

We want to be differentiated.

The distance between communications and customer experience has collapsed to a click.

ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

An explosion of customer experience

touchpoints.

The Extended Product

CMO: I’m ready to take over our IT spend!

CIO: Why me?

By 2017 the CMO will spend more on IT than the CIO. – Gartner

Technology Expertise

Tech

no

logy

Au

tho

rity

Cowboy

Laggard Prisoner

Marketing Expertise

Tech

no

logy

Exp

erti

se

Old School Marketers

Old

Sch

oo

l IT

& E

ngi

ne

ers

Marketing Expertise

Tech

no

logy

Exp

erti

se

Old School Marketers

New School: Marketing Technologists Creative Technologists

Growth Hackers Chief Digital Officers

Data Scientists O

ld S

cho

ol

IT &

En

gin

ee

rs

81% of large firms now have a chief marketing technologist role

Technology Strategy

Linear, strategy first

Linear, technology first

Circular, both intertwined

technology changes exponentially

organizations change logarithmically

technology management is deciding which

changes are adopted

?

?

Not everyone in marketing

needs to be a technologist.

Just as not everyone in marketing

needed to be a creative.

Design

Technology

Storytelling

Analytics

Technology must become a part of marketing’s DNA.

21% of CEOs think technical expertise is a top 3 CMO skill.

Only 13% think agency experience is.

“…the key meta-trends that will define how all marketing is done in a world of

technology enablement...” – Terence Kawaja, CEO

LUMA Partners

“…helps the reader to understand how technology can be used for both successful

marketing strategy and execution.” – Jonathan Becher, CMO

SAP

Download a free copy of my book at chiefmartec.com

Chief Marketing Technologist http://chiefmartec.com

ion interactive, inc. http://ioninteractive.com

sbrinker@ioninteractive.com Twitter: @chiefmartec

Reach me at:

MarTech Conference http://martechconf.com