Marketing Technology


Nearly 90% of those surveyed say they employ digital analytics; another 80% say they use email marketing. And nearly all of those who do use analytics turn to Google.

Programmatic advertising is on the rise in China, and eMarketer projects nearly $10 billion in spending this year. Getting a data management platform (DMP) in place has become critical for marketers in the country, according to 2015 research.

Predictive technology is not new—tools are improving quickly and solutions are becoming increasingly powerful—but adoption among B2B marketers is still lagging. Organizations are reluctant to commit to predictive solutions, despite the promise of better performance through the pipeline. Matt Heinz, president of agency Heinz Marketing, spoke to eMarketer’s Maria Minsker about the value of predictive technology.

Now that more marketers are taking technology into their own hands, it’s crucial that they stay up to date on the ever-expanding space. eMarketer’s Bryan Yeager spoke with Scott Brinker, co-founder and chief technology officer at interactive content software provider ion interactive and editor of the Chief Marketing Technologist blog, to get his latest take on what’s new and what’s changing in marketing technology.

In the age of big data, marketing technology plays the critical role of making the massive stream of incoming data digestible and actionable. Chris Curtin, chief brand and innovation marketing officer at Visa, spoke with eMarketer about the company’s approach to vendor selection and why integration still presents a challenge.

CEOs today are anxious to harness the power of digital platforms and the data they generate to stay competitive and drive future growth. As a result, marketers that have embraced a data- and tech-driven approach are being tasked to spearhead digital initiatives that cut across the organization.

Since eMarketer last spoke with Rishi Dave, CMO of Dun & Bradstreet, the business information services company had honed its utilization of marketing technology to help achieve its business goals. eMarketer checked in with Dave to discuss what is in store for 2016, and how Dun & Bradstreet maximizes its return on investment (ROI) from marketing technology.

Marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms.

More than a quarter of US CEOs said they plan to increase spending on advertising over the next 12 months, according to research. Marketing and sales promotion is another area they’re focusing on.

Marketers are increasingly adopting and incorporating new technologies into their strategy. According to a July 2015 survey, almost a third of respondents said it takes four to six months to fully integrate new technologies into their marketing efforts.

Marketing automation is no longer a “shiny new toy” for marketers—and that’s a good thing. Adoption continues to grow, and marketers are becoming more sophisticated by adding capabilities like predictive analytics and account-based marketing tools. Topics in this webinar include: Marketers’ current adoption and use of marketing automation platforms; How and why marketing automation platforms are being connected to other systems and data sources; What role marketing automation plays in enabling the buzzed-about practice of account-based marketing; What challenges marketers still need to overcome with marketing automation.

Cloud adoption is progressing within businesses of all sizes, according to IT professionals. Firms have already migrated many pieces of their tech infrastructure, like applications, storage and databases.

Advertisers in Australia report they are increasingly turning to people-based targeting to improve the effectiveness of their online ad campaigns. Many harness data gleaned from first-party sources, as well as from partners and digital ad platforms, to provide more relevant and effective advertising to consumers.

While technology can help marketers personalize at scale, a lack of it is also the biggest reason many execs say they don’t personalize their content, according to February 2016 research.

Marketers and IT professionals in Australia and New Zealand believe a number of challenges are holding back successful implementation of marketing technology programs. A lack of integration between different systems, insufficient budgets and a dearth of knowledge about how systems work among marketers are all key obstacles.

Marketing technology is a key area of focus for marketing managers in 2016, according to research. As managers think about where to spend their budgets on such technology tools this year, business intelligence reporting, marketing automation and customer interaction products are likely to see more investment.

Marketing technology is now a key topic of conversation in the C-suite at brands and agencies worldwide. Though marketers continue to improve their grasp on the vast tech landscape as they build their stacks, there are still many questions they need to have answered. Topics in this webinar include: How marketers’ priorities for technology are aligning with their business goals; Whether the marketing technology landscape will continue to expand, or consolidate; How the vague task of “integration” is becoming clearer and easier to accomplish; How agencies are adapting to demands for greater tech and data aptitude from clients.

The use of data management platforms (DMPs) among industry professionals continues to grow. Yet, those same marketers are skeptical of DMPs' ability to deliver on expectations and business goals, according to research.

Marketers are constantly looking to get value from their data-driven marketing efforts. According to research, insufficient availability or functionality of supporting technology is a challenge to doing so.

When it comes to personalization, marketers may still be stuck on the basics. However, many agree that technology is making it much more straightforward to personalize at scale, according to September 2015 research.