Marketing Technology


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.

Vincent Brissot, global chief marketing and communications officer at HP Inc., talks about how the computer and printer manufacturer improved its recommendation engine with predictive and prescriptive tools. [Editor's Note: Brissot is now head of channel marketing and operations at HP.]

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 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.

Mark Goines, the CMO of Personal Capital, talks about how the digital wealth management tech company uses marketing technology to track and optimize cross-channel acquisition and conversion, as well as how it is finding scale beyond digital.

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.

Christopher Curtin, chief brand and innovation marketing officer at Visa, discusses the challenge of integrating marketing tech companies.

Andrew Daley, vice president of marketing at Zipcar, spoke with eMarketer about how the rental car company plans to manage and operate its marketing ecosystem in 2016.

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.

Alexis Rask, chief revenue and operating officer at shopkick, discusses the challenges that physical locations present, and how brands can overcome them through mobile tools.

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.

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.

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.

Scott Brinker, co-founder and chief technology officer of martech firm ion interactive and editor of the Chief Marketing Technologist blog, provides an update on the marketing technology landscape and what its evolution means for marketers in 2016.

eMarketer checks in with Dun & Bradstreet CMO Rishi Dave to see how the role of marketing technology evolved at the business information services company throughout 2015 and how it’s influencing priorities for 2016.

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.

Tip Rose, vice president of enterprise digital marketing at healthcare supply chain Cardinal Health, spoke with eMarketer about how the company manages its marketing stack and braces for changes.

Chris Thorne, CMO of The Honest Company, an eco-friendly retailer, talks about engaging with millennial mothers and discovering what they value.

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.