Marketing Technology


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.

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.

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 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.

To some extent, US ad and marketing professionals are using data-driven marketing, according to July 2015 research. Most are primarily using it to maintain databases.

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.

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.

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.

Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.