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© 2016 eMarketer Inc.
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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
© 2016 eMarketer Inc.
1. Viewer Window 2. Control Panel
Welcome Webinar Attendees
Your GoToWebinar Attendee Viewer is made of 2 parts:
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© 2017 eMarketer Inc.
More Marketing Tech,
Fewer Problems
© 2017 eMarketer Inc.
About a
quarter of
marketing
budgets go to
tech,
including
basic
infrastructure
© 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
© 2017 eMarketer Inc.
And spending
is expected
to increase
this year
Only a quarter of
marketers say budgets will
stay the same or decline
© 2017 eMarketer Inc.
Most expect a
slight
increase
Similarly, three in 10 said
budgets would stay the
same or go down
© 2017 eMarketer Inc.
Now that
firms are
spending
more, nearly
three in four
marketers say
tech budgets
are in the
right spot
© 2017 eMarketer Inc.
Budget—and
almost
everything
else—is less
of an obstacle
than ever
© 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
© 2017 eMarketer Inc.
For B2B
marketers,
account-based
marketing
(ABM) is driving
investment in
tech tools
© 2017 eMarketer Inc.
But is greater
adoption of
marketing
tech leading
to new
capabilities?
Agencies aren’t as
impressed with their brand
partners’ capabilities
© 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
© 2017 eMarketer Inc.
Integration Escalation
© 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
© 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
© 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
© 2017 eMarketer Inc.
One-way
integrations
may be
increasing
more than
bidirectional
integrations
© 2017 eMarketer Inc.
Other tech tools are much less likely to be
integrated—like social media
© 2017 eMarketer Inc.
And
integration,
when it
exists, isn’t
necessarily
real-time
© 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
© 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
© 2017 eMarketer Inc.
Putting Customer Data at
the Center
© 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
© 2017 eMarketer Inc.
Marketers
have been
making more
data-driven
decisions, but
those
decisions
don’t yet
extend across
channels
© 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
© 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
© 2017 eMarketer Inc.
The holy grail is
a personalized
customer
experience for
everyone,
across channels
© 2017 eMarketer Inc.
Websites,
email and
mobile apps
are some of
the most
common
areas for
automated
personalized
messaging
© 2017 eMarketer Inc.
But what does
it take for true
personalized
offerings
across all
channels?
© 2017 eMarketer Inc.
Executing on
these
strategies is
more difficult
than
identifying
them
© 2017 eMarketer Inc.
But there’s
still notable
improvement
over the past
few years
© 2017 eMarketer Inc.
But there’s
still notable
improvement
over the past
few years
© 2017 eMarketer Inc.
Marketers are
clear about the
importance of
a single
customer view,
even if they
struggle to
achieve it
© 2017 eMarketer Inc.
Cost is one
barrier,
according to
research, as is
the state of
tech integration
© 2017 eMarketer Inc.
Cost is one
barrier,
according to
research, as is
the state of
tech integration
© 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
© 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
© 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
© 2017 eMarketer Inc.
Better Marketing Through
Digital Transformation
© 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
© 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
© 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
© 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
© 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.
© 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
© 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
© 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
© 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: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
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?

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

  • 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. © 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. © 2017 eMarketer Inc. More Marketing Tech, Fewer Problems
  • 4. © 2017 eMarketer Inc. About a quarter of marketing budgets go to tech, including basic infrastructure
  • 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. © 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. © 2017 eMarketer Inc. Most expect a slight increase Similarly, three in 10 said budgets would stay the same or go down
  • 8. © 2017 eMarketer Inc. Now that firms are spending more, nearly three in four marketers say tech budgets are in the right spot
  • 9. © 2017 eMarketer Inc. Budget—and almost everything else—is less of an obstacle than ever
  • 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. © 2017 eMarketer Inc. For B2B marketers, account-based marketing (ABM) is driving investment in tech tools
  • 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. © 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. © 2017 eMarketer Inc. Integration Escalation
  • 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. © 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. © 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. © 2017 eMarketer Inc. One-way integrations may be increasing more than bidirectional integrations
  • 19. © 2017 eMarketer Inc. Other tech tools are much less likely to be integrated—like social media
  • 20. © 2017 eMarketer Inc. And integration, when it exists, isn’t necessarily real-time
  • 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. © 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. © 2017 eMarketer Inc. Putting Customer Data at the Center
  • 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. © 2017 eMarketer Inc. Marketers have been making more data-driven decisions, but those decisions don’t yet extend across channels
  • 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. © 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. © 2017 eMarketer Inc. The holy grail is a personalized customer experience for everyone, across channels
  • 29. © 2017 eMarketer Inc. Websites, email and mobile apps are some of the most common areas for automated personalized messaging
  • 30. © 2017 eMarketer Inc. But what does it take for true personalized offerings across all channels?
  • 31. © 2017 eMarketer Inc. Executing on these strategies is more difficult than identifying them
  • 32. © 2017 eMarketer Inc. But there’s still notable improvement over the past few years
  • 33. © 2017 eMarketer Inc. But there’s still notable improvement over the past few years
  • 34. © 2017 eMarketer Inc. Marketers are clear about the importance of a single customer view, even if they struggle to achieve it
  • 35. © 2017 eMarketer Inc. Cost is one barrier, according to research, as is the state of tech integration
  • 36. © 2017 eMarketer Inc. Cost is one barrier, according to research, as is the state of tech integration
  • 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. © 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. © 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. © 2017 eMarketer Inc. Better Marketing Through Digital Transformation
  • 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com 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?