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TheStateofMarke-ngTechnology
Sco3Brinker@chiefmartec
November 2016
Co-founder&CTOSo#wareandservicesforinterac1vecontent.
EditorBlogontheentwiningofmarke1ng&technology.
ProgramChairMarke1ngtechconference.
~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500 (3,874logos)
2016
“Bringmemyinsights,I’mreadyforanaEernoonstrategy.”
“That’snothowmartechworks!”
DigitalWorldàMartechExplosion
“Don’tworry,therobotsarecoming!”
1me
Ar-ficialIntelligenceWillIncreaseMarke-ngComplexitymarke1n
gcomplexity
humanmanageablecomplexity
1me
Ar-ficialIntelligenceWillIncreaseMarke-ngComplexitymarke1n
gcomplexity
humanmanageablecomplexity
“invisible”complexity
Why?Becauseitcan.AvariaHononWirth’sLaw/Gate’sLaw/Page’sLaw/May’sLaw
WhatwouldhelpyoubeQerleveragethefullpowerofyourcurrentmarkeHngtechnologystack?
#1:Be3erstrategy...#7:Be3erintegra-on
Websitesareagreatexampleofthistoday—theirfunc1onandflow
shapesbrandexperience.
1me
chan
ge
organizaHonschangelogarithmically
technologychangesexponenHally
topperformersare7Xmorelikelyto
emphasizepeople
topperformersdeemphasizedataandtechnology
75%havemarke-ngtechnologiststoday85%willwithinthenext12months Source:DataXu,ModernizingtheMix:Transforming
MarkeHngThroughTechnologyandAnalyHcs,July2016
2/3haveachiefmarke-ngtechnologist
(orsimilarrole)
Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016
59%increasingin-housemartech(only10%reducing)
Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016
65%marke-ngroles16%digitalroles18%ITroles
Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016
56%increasingin-houseadtech(only10%reducing)
Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016
only6%thinkoutsourcedadtechisbe3er
costresults
transparency
data
Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016
Best-of-BreedMarkeHngTechnologyStacksDominatetheMarketToday
>2Xmorepopularthansingle-vendorsuites
StackArchitecturevs.Leverage—Best-of-BreedWins
JakeSorofmanResearchVicePresident,Gartner
• MarkeHngbudgetsincreasingfrom11%to12%• 27%ofthemarkeHngbudgetearmarkedfortechnology• Morethanwhatisallocatedforpaidmedia(22%)• AlmostasmuchasITspendsontechnology:3.24%vs.3.4%oftotalcompanyexpenses
Source:hQp://blogs.gartner.com/jake-sorofman/cmo-spending-is-on-the-rise-again/
Gartner2016-2017CMOSpendSurvey
Fragile An-fragileRobustGrowsstronger
withchange
Canwithstandchange
Harmedby
change
Whatarean--fragilestrategiesformarke-ng&marke-ngtechnology?
Fragile
Robust
An-fragile
ChiefMarke-ngTechnologisthQp://chiefmartec.com
ioninterac-ve,inc.hQp://ioninteracHve.com
[email protected]:@chiefmartec
Emailmeat:
MarTechConferencehQp://martechconf.com
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