Technologies to create, manage and measure marketing and advertising have become essential tools to reach and engage increasingly connected audiences. Topics in this webinar include: Why marketing technology is becoming a strategic core competency for brands; How marketers are becoming smarter at buying technology; Why the idea of the marketing cloud is so attractive; How marketers are working with IT to deal with data and security issues.

1. © 2015 eMarketer Inc.
Made possible by
Marketing Technology:
Nine Important Trends for Brands
and Agencies
July 23, 2015
Bryan Yeager
Analyst

2. © 2015 eMarketer Inc.
Marketing technology is
evolving from specialty
practice to strategic
competency

3. © 2015 eMarketer Inc.
Customer centricity driving
marketers’ technology investments
62%
wanted to improve
customer service &
satisfaction
(Econsultancy, Aug. 2014)
52.7%
wanted to deliver more
relevant communications
to customers
(Winterberry Group, Sep. 2014)

4. © 2015 eMarketer Inc.
Analytics
Presentation
Automation
Assets
The Marketing Stack
Measurement
Optimization
Source: eMarketer

5. © 2015 eMarketer Inc.
Marketing execs worldwide focus on developing
marketing operations and technology skills

6. © 2015 eMarketer Inc.
Marketing tech becoming pervasive within
organizations
“Marketing technology has gone from
being a specialty within niche
functions in our company and others to
being something that’s pervasive.
If you are a modern marketer, you’ve
really got to understand how these tools
can work for you and help you engage the
customer.”
—Duane Schulz, vice president of marketing
operations at Xerox Corp.

7. © 2015 eMarketer Inc.
Marketers
expect
convergence
with
technology to
greatly affect
the profession
over the next
five years

8. © 2015 eMarketer Inc.
The marketing technology
landscape is vast and
growing

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Projected revenue growth among software
vendors indicator of more marketer investment

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1003509501,876
Source: Scott Brinker, ChiefMarTec.com
2011
2012
2014
2015
Number of martech companies has grown rapidly

11. © 2015 eMarketer Inc.

12. © 2015 eMarketer Inc.
An unrelenting pace of change
61% believe marketing tech is evolving rapidly
Source: Signal, Sep. 2014
6% believe it’s evolving at light speed
Image Credit: TastyK @ DeviantArt

13. © 2015 eMarketer Inc.
Dedicated roles being created to keep up with
the evolving landscape
“One of the roles on my team is called ‘marketing
technology innovation.’ That person’s full-
time job is really to evaluate what’s out
there and whether there is anything interesting
[for our company]… If Aetna wants to do
something in 12 months, what do we need to do
from a skill set, budget and technology-platform
perspective to actually prepare us to do it?”
—Joseph Kurian, head of marketing technology and
innovation at Aetna

14. © 2015 eMarketer Inc.
Analytics,
business
intelligence and
data management
tools are of
critical
importance to
marketing
professionals

15. © 2015 eMarketer Inc.
Marketers are becoming
smarter technology buyers
and implementers

16. © 2015 eMarketer Inc.
Most marketers use 5-10 tools, apps,
services or technologies to support
their campaigns and initiatives …
(CMO Council/Tealium, Q3 2014)
… but 12% had more than 20
toolsets they were managing as of
December 2014
(Winterberry Group)

17. © 2015 eMarketer Inc.
A new approach to managing marketing
technology investments, implementation
“We have become good at
managing a portfolio of vendors, as
well as becoming more
experimental. … The way modern
companies are going to evolve with
respect to marketing technology is
by not overthinking big
technology investments.”
—Rishi Dave, CMO at Dun & Bradstreet

18. © 2015 eMarketer Inc.
Agility, integration
drawing marketers to the
cloud

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Factors drawing marketers to the cloud
Infrastructure Time to
Market
Experimentation
& Scalability

20. © 2015 eMarketer Inc.
Integration of data, systems is top priority
Key criteria for new tech
evaluations
1. Full integration with other
technology (49%)
2. Privacy/data security (45%)
3. Rapid development of new
features for future needs
(45%)
Factors that would enable
better use of data
1. Better integration of
existing tools (60.9%)
2. Improved processes for
sharing data among various
tools (60.9%)
3. More experienced
practitioners to lead efforts
(45%)
(Econsultancy, Aug. 2014)
(Winterberry Group, Dec. 2014)

21. © 2015 eMarketer Inc.
Some progress, but still room for improvement

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CMOs partnering with
CIOs for better outcomes

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CIOs play an
important role
in executing
digital business
strategy

24. © 2015 eMarketer Inc.
Bridging the gap between marketing, IT
“Last year was a real
turning point for a lot of
organizations. They
recognized that
marketing technology
capabilities are: A) the
future of marketing, and
B) the future of IT.”
—Scott Brinker, author, Chief
Marketing Technologist Blog
“The CMO is at the table
making marketing
technology decisions.
But the big decisions
are often done in
partnership with the
CIO.”
—Sheldon Monteiro, CTO at
SapientNitro

25. © 2015 eMarketer Inc.
Marketing collaboration with IT in practice
“If somebody is looking at a category or
they’re talking to a vendor, they can ping
us and ask, ‘What do you think about this?
Should I be talking to anybody else?’ …
It’s not a central control thing but rather
building a community of
excellence that can co-educate
each other.”
—Duane Schulz, vice president of marketing
operations at Xerox Corp.

26. © 2015 eMarketer Inc.
Data-related tech
investments targeted for
2015

27. © 2015 eMarketer Inc.
Top technology investment areas in 2015
Areas of priority for
client-side marketers
1. Targeting and
personalization (30%)
2. Content optimization (29%)
3. Social media engagement
(27%)
Tactics most likely to receive
investment increases
1. Social marketing (37%)
2. Mobile marketing (28%)
3. Marketing analytics (25%)
(Econsultancy, Jan. 2015)
(Economist Intelligence Unit, Nov. 2014)

28. © 2015 eMarketer Inc.
Big plans for data-related tech investments

29. © 2015 eMarketer Inc.
Better measurement, tracking and attribution
can unlock more spend in mobile, digital, social

30. © 2015 eMarketer Inc.
Marketers are attracted to
the “marketing cloud”
vision

31. © 2015 eMarketer Inc.
The marketing cloud: It’s all about integration

32. © 2015 eMarketer Inc.
Benefits to having everything in one place
“Who wouldn’t want the ease of
having everything in one place and
be able to look at your customer
holistically? There is an inherent
value for the marketer—and one
might say the consumer—in
having everything in one
platform.”
—Adam Broitman, vice president of
global digital marketing at MasterCard

33. © 2015 eMarketer Inc.
Different schools of
thought on tech
acquisition, integration

34. © 2015 eMarketer Inc.
Marketers and
agencies are split
on their preference
for “integrated” or
“independent”
solutions

35. © 2015 eMarketer Inc.
Marketing cloud as marketing operating system
could mean the rise of third-party “app stores”
“I think what’s going to happen with
the marketing cloud space is the
best players are going to figure
out how to develop some
really strong stacks so they
will own portions of the landscape.
But they will also keep thriving
ecosystems of third-party
providers.”
—Sheldon Monteiro, CTO at SapientNitro

36. © 2015 eMarketer Inc.
Brands turn to agencies
for tech-driven solutions

37. © 2015 eMarketer Inc.
Technology helps agencies drive results for their
clients
53%
of senior executives
rely heavily on
agencies to meet
digital marketing
objectives
(Forbes Insights, Oct. 2014)
74%
of client-side marketers
agree that agencies
play an important role in
driving business
results
(ANA, Feb. 2015)

38. © 2015 eMarketer Inc.
Partnerships with vendors help agencies get the
most out of technology
“You want to be able to know the
software better than your competitors
so you can do innovative things
that nobody else is doing. And
you can only do that with a tight
partnership, because [then] you start
to take risks and chances. At that point
it’s all about working well together.”
—Ray Velez, global CTO at Razorfish

39. © 2015 eMarketer Inc.
Reviewing the nine trends

40. © 2015 eMarketer Inc.
Reviewing the nine trends
1. Marketing technology evolving from specialty
practice to strategic competency
2. The marketing technology landscape is vast and
growing
3. Marketers are becoming smarter technology
buyers and implementers
4. Agility, integration drawing marketers to the
cloud
5. CMOs partnering with CIOs for better outcomes

41. © 2015 eMarketer Inc.
Reviewing the nine trends
6. Data-related tech investments targeted for 2015
7. Marketers are attracted to the “marketing cloud”
vision
8. Different schools of thought on tech acquisition,
integration
9. Brands turn to agencies for tech-driven solutions

42. Copyright © 2015, Oracle and/or its affiliates. All rights reserved.
Tame the Complexity of Digital Marketing
Introduction to the Oracle Marketing Cloud
Chris Lynch
Senior Director, Product Marketing, Oracle Marketing Cloud

43. Copyright © 2015, Oracle and/or its affiliates. All rights reserved.
The Division Between Anonymous and Known
Marketing Data Prevents Relevance
85%
Of CMOs say data spread
channels prevents cross-
channel consistency.
- CMO Club
Greg Jones, 30, Chicago
Past Purchase: Jeans
ANONYMOUS KNOWN

44. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Of marketers have silo’d
teams and technologies
by channels
93%
Marketing
Companies Lack Centralized Hub to Orchestrate
Customer Interactions and Content Across Lifecycle
Agency
EMAIL WEB
SOCIAL MOBILE
CONTENT SEARCH
CREATIVE
MEDIA

45. MEDIA
DATA
Chaotic Ecosystem Overwhelms Marketing
Strategy & Planning
APPS
Total Marketing Tech
Landscape size:
1,876
vendors across
43 categories
- ChiefMarTec

46. Copyright © 2015, Oracle and/or its affiliates. All rights reserved.
Vision for Modern Marketing
Connect Online and Offline
Interactions to One Customer
Tie interactions to one customer
across all devices and channels
Bridge Anonymous and
Known Marketing
Connect all proprietary and 3rd party
data to increase relevance
Adapt with Behavior-
Based Orchestration
Empower the customer to
dictate their own path

47. © 2015 eMarketer Inc.
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Bryan Yeager
Marketing Technology:
Nine Important Trends for
Brands and Agencies
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