Marketing Technology


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.

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.

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.

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.