Marketing Technology: The Six Developments That Matter the Most in 2016 - eMarketer
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Marketing Technology: The Six Developments That Matter the Most in 2016

eMarketer Report

By: eMarketer

Published: March 16, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

CEOs are talking about it, as its size and scope continues to grow. Marketers are getting ever-savvier at dealing with it, especially as the dots become easier to connect. And agencies have no choice but to embrace it. It’s marketing technology—the underlying software and services that power modern marketing operations.

  • Data-driven marketing executives are increasingly being tapped by their CEOs to lead companywide digital transformation efforts, bringing marketing technology into the spotlight to help solve new problems across their organization.
  • Innovation in marketing technology continues to outpace consolidation in the space as the media universe continues to expand, resulting in a steady influx of new players. But economic headwinds could put the brakes on the rapid growth seen over the past five years.
  • In the face of relentless change, marketers have solidified their technology strategy, with built-in flexibility to ensure they can keep up with the times.
  • One way marketers are staying flexible is by getting a handle on the frequently vague task of “integration,” with dedicated in-house teams and strides from tech vendors in making their tools work well with others.
  • Because consumer behavior cuts across owned, earned and paid media, marketers trying to get a more holistic grasp on those behaviors are working to get data from all those channels under one roof. As a result, marketing technology and advertising technology are merging.
  • Agencies and other third-party marketing service providers realize they need to be experts on data and technology to meet the demands of their clients, and through various investments they are working to stay ahead of the curve.

"Spending on data-driven marketing and advertising continues to grow worldwide. As a result, marketing technology investments will follow."

Table of Contents

As the C-Suite Focuses on Data and Analytics, Marketing Technology Steps into the Spotlight

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The Expansion of the Marketing Tech Landscape Continues to Outpace Consolidation

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Marketing Technology Strategy Matures, But with Room for Staying Agile

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The Nebulous Task of ‘Integration’ Becomes Clearer and Easier to Accomplish

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Marketing Technology and Advertising Technology Come Together

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Tech- and Data-Focused Agencies Are in High Demand

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24 charts are included in the full report:

Marketing Technology: The Six Developments That Matter the Most In 2016

Change in Data-Driven Ad/Marketing Spending According to Ad/Marketing Professionals Worldwide, 2015 & 2016 (% of respondents)

As the C-Suite Focuses on Data and Analytics, Marketing Technology Steps into the Spotlight

Primary Benefit that C-Level Executives Worldwide Expect to See from Their Digital Enterprise Investments, Sep 2015 (% of respondents)

Roles that Are Working Most Effectively to Integrate/Align the CIO and IT Organization with New Business Demands* According to Business/Technology Managers Worldwide, July 2015 (% of respondents)

Ways in Which Their Company Defines Digital According to CDOs, CIOs and CMOs Worldwide, Sep 2015 (% of respondents)

Extent to Which Their Organization Has Undergone Digital Transformation According to Executives Worldwide, April 2015 (% of respondents)

Leading Marketing Goals for 2016 According to US Email Marketers (% of respondents)

Initiatives that Are Likely to Be a Priority* for Their Company According to US Marketing Professionals, Q1-Q3 2015 (% of respondents)

Most Exciting Opportunity for Their Company* in 2016 According to Client-Side Marketers vs. Agency Professionals Worldwide (% of respondents)

The Expansion of the Marketing Tech Landscape Continues to Outpace Consolidation

Change in Data-Driven Ad/Marketing Spending According to Ad/Marketing Professionals Worldwide, 2015 & 2016 (% of respondents)

Planned Change in Marketing Technology Purchases According to Marketing Executives in North America, April 2015 (% of respondents)

Areas/Tactics for Which Their Company Works with Startups According to US Client-Side Marketers, Sep 2015 (% of respondents)

Number of Technology Providers with Which US Marketers Work for Marketing Purposes, July 2015 (% of respondents)

Marketing Technology Strategy Matures, But with Room for Staying Agile

Attitudes Toward Marketing Technology at Their Company Among US Marketers, July 2015 (% of respondents)

Resources that Would Advance Their Efforts to Achieve Competitive Advantage Through the Use of Data* According to Marketers in North America, Sep 2015 (% of respondents)

Extent to Which Their Company Takes a Data-Driven Approach to Marketing According to US Marketing Executives, Sep 2015 (% of respondents)

The Nebulous Task of ‘Integration’ Becomes Clearer and Easier to Accomplish

Leading Obstacles to Consistently Integrating Marketing Activities According to Digital Marketers/Ecommerce Professionals Worldwide, July 2015 (% of respondents)

Leading Challenges of Developing Data-Driven Marketing Initiatives According to US Marketing Executives, Sep 2015 (% of respondents)

Length of Time It Takes for US Marketers to Fully Integrate New Technologies into Their Marketing Efforts, July 2015 (% of respondents)

Marketing Technology and Advertising Technology Come Together

Types of Data Leveraged by Their Company* to Support Marketing/Advertising/Media Efforts According to Marketers and Publishers in North America, Sep 2015 (% of respondents)

CMOs Worldwide Who Use Digital Advertising to Better Understand Audiences in Their CRM Database, Sep 2015 (% of respondents)

Extent to Which Select Factors Are Benefits of Using a Data Management Platform (DMP) According to Marketers Worldwide, May 2015 (% of respondents)

Tech- and Data-Focused Agencies Are in High Demand

Importance of Their Agency Providing Marketing Data/Analytic Capabilities in 2016 According to Senior Marketers in North America (% of respondents)

Anticipated Change in Their Company's Technology Investments According to Senior Ad Agency Professionals Worldwide, by Area, July 2015 (% of respondents)

Most Important Assets/Capabilities Driving Their Use of Ad Agencies* According to US Marketing Professionals, Oct 2015 (% of respondents)