What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Tag Archives: marketing technology
Measuring revenue, proof of ROI, measuring profitability. Yup: concerns from the F2000 marketer.
No surprises, but watch social drop and analytics increase over the next two years.
Merger and acquisition (M&A) activity in the marketing technology, advertising technology and digital content sectors is off to a fast start in 2016, as bigger players look to boost their own capabilities and capitalize on growing demand. Based on Q1 2016 research from investment banking firm Luma Partners, the first quarter saw 72 merger and acquisition events among advertising technology, marketing technology and digital content firms—the second-highest quarter for M&A activity since the start of 2015.
Here’s the bottom line: best of breed wins, and there’s some sort of limit on the number of vendors to integrate.
#1. The marketing technologist has “crossed the chasm.”
#2. Martech is eating adtech — and the big gulp is still ahead.
#3. Best-of-breed marketing technology stacks are thriving.
- Mythbusters: 10 Myths MarTech Vendors Tell by Theresa Regli of Real Story Group
- Best of Breed: The DNA of Unicorns by Isaac Wyatt of New Relic
- Building Your Ultimate MarTech Stack by Travis Wright of CCP Global
- One Profile to Serve Them All by Troy Steen of Dell
#4. Agile marketing is crossing the chasm too.
- A Herculean Story From Intuit’s Global Marketing Automation Rollout by Jaemi Bremner of Intuit and Pat Spenner of CEB Marketing
- Agile Marketing Measurement by Shubu Mitra of Coca-Cola and Jennifer Zeszut of Beckon
- Scaling Innovation by Christopher Penn of SHIFT Communications
- Agile Marketing: Your Key to Becoming a Modern Marketer by Brent Bird and Chris Savoie of Workfront
#5. Cognitive computing is coming to marketing frighteningly quick.
- Cognitive Marketing: The Rise of the Super Intelligent Marketer
- How Machine Intelligence Will Really Change Marketing — or — How to Market With Smart Machines Without Ensuring the Destruction of Mankind or Losing Your Job
Just remember as you review: there’s bleeding edge, there’s cutting edge, and then there’s everyone else.
Follow these three steps to navigate the ever-evolving MarTech landscape:
1. Build a Solid Foundation
It’s critical to have a few core solutions that represent the foundation of your ‘house’. A good way to think about this is to understand what will be your source of truth or system of record for your key functions. For many companies, this is often your marketing automation systems, customer database/CRM and content management system (CMS) .
2. Understand Where You Are and Where You’re Going
You need to know what the current state of your business is and where you plan to go. The majority of businesses are trying to grow–so make sure you consider this as you evaluate new solutions. It’s critical to think about tools that will grow with you, so you don’t have to rip-and-replace every other year.
3. Avoid a ‘Frankenstack’
Some of you might have seen what’s commonly referred to as a “Frankenstack”, a set of individual siloed tools that an organization tries to get to work together and ultimately results in a hot mess. It can happen to the best marketers, and it often happens because of rapid growth and a lack of planning or impulsive decisions (“Hey we can use it here!”). It is painful for IT, and it is painful for marketers. When this occurs, it is often more time consuming and expensive to fix. The key here is to have a plan, involve IT, and be honest about the resources you need to maintain and manage the solutions.
CT for the high-res version (so that you can actually see the logos).