Why Marketing Tech’s The New Battlefront & What Marketers Need To Know

Why Marketing Tech’s The New Battlefront & What Marketers Need To Know
SHARE
THIS



Editor of B&T’s sister site www.which-50.com, Andrew Birmingham, says marketing tech is fast catching-up with its customers’ own tech and the sector is set to sizzle…

Just because it’s hype don’t for a moment believe that marketing technology is all sizzle and no steak.  After all, there’s a reason for all that excitement. Martech has emerged as the key software battle ground in recent years as business has shifted to adjust to newly empowered and connected consumers.

And like all technology it’s adoption takes longer than anticipated and will probably have a much bigger impact than expected – as Bill Gate’s once famously observed.

Earlier this year Gartner released one of its famous Hype Cycles for marketing technology identifying five key trends and this week the Chatterati caught on, making it one of the biggest digital conversation starters of the week.

Dec 10 retweet 1

Each week Which-50 studies the global social stream to identify most influential social chatter triggered by industry research from the likes of Gartner, Forrester, McKinsey and Bain (to name but a few). This week there were just over 16,000 mentions of the terms we track with Gartner and Forrester once again dominating the chit chat. The level of chatter is down significantly on recent weeks as tweeters taper off for the long Christmas hiatus.

As to the five trends themselves, you can read about them hear in Heather Levy’s blog which Gartner has kindly given us permission to reblog, but to whet your appeptite, here’s the headlines;

  1. Focus on cross-channel strategy, campaigns and data
  2. Automation to boost speed and performance
  3. Yearning for 1:1 customer relationships
  4. Engagement aligned to daily activities
  5. More responsibility for digital commerce

Perhap’s the most interesting point the researchers make about marketing tech and marketing hubs in particular is their assessment that their impact will be as great on business as the ERP upheavals of the 80’s and 90’s when companies like SAP, JD Edwards, Peoplesoft and Oracle made out like bandits.  (SAP has mostly missed the marketing technology revolution – although it is well placed to exploit analytics with HANA. And JD Edwards and Peoplesoft were both swallowed by Oracle which is itself now a global leader in marketing tech.)

Gartner for Marketing Leaders clients can read more in the full report called Hype Cycle for Digital Marketing (Subscription required)

Two other retweets resonated with the digerati.

Forrester tweeted that “Privacy will become a valued strategy rather than an afterthought in 2016” linking through to a blog by analyst Heidi Shey where she notes that “…privacy considerations and strategy augments all of the 10 critical factors to drive business success in the next 12 months”

Why privacy matters: Forrester

According to Shey, “In the Age of the Customer, privacy strategy, culture, and capabilities can no longer be an afterthought. Privacy is a game changer; it will be to organizations in 2016 what websites were to companies in 2000. Regulators, business partners, and consumers will increasingly expect businesses to address privacy – and so they must. But those who do it well with privacy-led business mindsets will stand out from their competition.”

And finally, Gartner hit the mark again with a blog by  about content marketing where he offers “Three Ways Content Marketing Can Fuel Digital Commerce”

His bon mots include;

  • Offer informative content
  • Showcase products in context
  • Deliver engaging context at the moment of truth

All of which is easier said than done.. unless you have a marketing hub… and assuming you believe the hype.

Please login with linkedin to comment

Latest News

BMW Social Media Campaign In Strife With The Ad Standards Bureau
  • Campaigns

BMW Social Media Campaign In Strife With The Ad Standards Bureau

A new BMW social media campaign, that appeared on YouTube and Instagram, has been banned by the Australian Advertising Standards Bureau (ASB). The ad, in German, features the brand’s new electric i3 vehicle in a drag race scenario with a Dodge Charger from the 60s. The premise being the BMW could outrun its rival to 60kph […]

by B&T Magazine

B&T Magazine
State Vs State: Which Aussies Travel The Most?
  • Marketing

State Vs State: Which Aussies Travel The Most?

Australians from NSW and the ACT take first place when it comes to travelling overseas, whereas Queenslanders are the keenest on domestic trips, according to new research from global online travel booking platform agoda. The Travel and Tech Study found those in NSW and ACT took an average of 4.8 trips in the last 12 […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case
  • Media

Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case

West Indies cricketer Chris Gayle has told his Sydney defamation trial against Fairfax Media today that one of its journalists was out to “destroy” him following a series of articles in The Age that alleged he exposed his genitals to a female masseuse during the Cricket World Cup in Australia in 2015. In the NSW Supreme Court today, […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]