Marketing Technology


David Raab, principal consultant at Raab Associates, told eMarketer what to expect from the onset of the age of artificial intelligence.

Big data is a big deal according to marketers at organizations across a variety of industry sectors. But despite its importance, research suggests many companies don’t yet have a firm grasp of how to take advantage of big data or use it, with barriers like the lack of an overall strategy and insufficient technical skills preventing them from moving forward.

Marketers who work <i>in</i> technology are also the most likely to work <i>with</i> technology, according to January research. For the counterparts in other sectors, marketing tech adoption poses a bigger challenge.

Data and analytics capabilities have become a top priority for businesses, with many organizations using the discipline to help gain a competitive advantage and improve the customer experience. In fact, many organizations place such high value on data and analytics that primary responsibility for the function lies with the company CEO.

eMarketer senior analyst Bryan Yeager attended the MarTech conference in March where data was at the forefront of the discussion. He shared his insights from the conference and his own thinking on how marketers can prepare for the next generation of marketing technology.

Across the globe, IT professionals are getting to know cloud technology—not only its benefits, but the barriers to implementation as well. In Brazil, IT professionals overwhelmingly agree that cloud technology increases infrastructure flexibility and agility.

A growing number of executives are looking to marketing technology to help supercharge their local ad buying plans. Mobile push technology and real-time location data are both two key areas of interest.

A typical business-to-business (B2B) brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights across the funnel to encourage sales from existing and new customers.

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.

Josh Sutton, global head of the artificial intelligence practice at Publicis.Sapient, talks about the current state and future potential of using artificial intelligence for marketing and advertising.

More ad tech buyers in North America and Western Europe manage their data management platform (DMP), as well as their demand-side platforms and ad exchanges, internally, as opposed to externally, a January 2016 survey found.

IT professionals worldwide are embracing the benefits of the cloud. In Australia, many cite increased infrastructure flexibility and agility, as well as eliminating responsibility for maintenance of underlying infrastructure, as leading benefits.

Roughly half of executives worldwide say analytics and social marketing competences are critically important digital marketing capabilities. Other capabilities like multiple delivery models are also significant, but less critical.

Senior-level digital agency professionals plan to make several business changes in 2016. According to a survey from Kentico Software and Millward Brown, many are looking to invest more money in software and hardware.

Customer centricity, a philosophy built around identifying and targeting a company’s most profitable customers to drive growth, is gaining a growing following in the B2B sector. According to research, many of the philosophy’s adherents are turning to marketing automation and CRM tools to help build out their capabilities in the discipline.

Merger and acquisition (M&A) activity in the marketing technology, advertising technology and digital content sectors is off to a fast start in 2016, as bigger players look to boost their own capabilities and capitalize on growing demand.

Email marketing trends, like fluid hybrid design, are emerging. However, most marketing professionals still use responsive email templates, according to November 2015 research.

Marketing technology is transforming the world of media buying, with a growing number of firms testing more personalized “1:1” approaches that harness customer data to serve more relevant ads. According to September research, more than half of all media buyers were either already running, planning or testing such 1:1 marketing programs.

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.

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.