Why Marketing Tech’s The New Battlefront & What Marketers Need To Know
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.
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;
- Focus on cross-channel strategy, campaigns and data
- Automation to boost speed and performance
- Yearning for 1:1 customer relationships
- Engagement aligned to daily activities
- 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”
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 Chris Pemberton 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.
Latest News
Brisbane Agency Colony Celebrates A String Of Client Wins & Growth
A new player has arrived on the Brisbane scene – and it’s growing fast. Colony is a strategic communications advisory that started in Port Moresby in 2015, working with major Asia-Pacific clients like the Brian Bell Group, Digicel and Puma Energy. To build a greater capacity to support the Port Moresby office and serve these […]
Mitch Churi Moves Into ARN’s Evening Prime Time Spot
Mitch Churi has finally nabbed a prime time radio slot on KIIS after slogging it out on nights. Churi will now be taking over the airwaves on KIIS from 7-10 pm on weekdays. So you’ll be able to hear him discuss all things celebrity and pop culture while making dinner – what a vibe. Churi […]
AnalogFolk Group Launches A Behavioural Transformation Consultancy
AnalogFolk Group Launches Behavioural Transformation Consultancy, MindWorks Consulting. Focused on delivering improved business outcomes, the consultancy applies behavioural economics to both marketing strategy and organisational design. In a rapidly changing world, companies need to be nimbler than ever before, reading and reacting at pace to changing market conditions, competitor landscapes and customer needs. New technologies […]
Ellie Angel Joins Brisbane’s B105 As New Morning Host
Brisbane's B105 promising even more Powderfinger, as Ellie Angel joins the breakfast crew.
In True Aussie Style, Australian Lamb Is Roasting The Novak Djokovic Saga
Apparently "nothing unites like lamb". Except if you're a vegan, animal liberationist or the world's top tennis player.
Ash Barty Stuns & Trades Her Tennis Whites For Designer Whites In Amazing Aussie Vogue Cover
If Ash Barty wins this year's Australian Open, at least the republican movement has their first president of Australia.
Microsoft Makes The Biggest Tech Deal In History After Snaring Activision Blizzard
Microsoft's CFO writing a massive $US69 billion cheque this morning. Still confused if that has nine zeroes in it or 10.
Zendesk CX Report Shows More Than Half Of Consumers Feel Like Service Is An Afterthought
It's a fine line with customer service - none at all or the annoying salesperson that trails you the moment you walk in.
YoPro Go Guilt-Free With New High Protein Frozen Dessert Tubs
If B&T ever visited a gym & required some form of post-workout snack, we'd possibly consider YoPro Frozen Dessert tubs.
A Slew Of Love Islanders Have Landed On The Watchdog’s Repeat Offender List
B&T only watches Love Island for serious industry research and in-depth analysis such as this. Oh, and for the perve.
Nurofen Launches New Campaign Celebrating Aussie Heroes
Nurofen launches new campaign celebrating Aussie heroes. Still, no sign of 3am kebab operators or even Scotty Boland.
Gucci, North Face & Francis Bourgeois Team-Up For Wonderful Ode To Trainspotters Everywhere
Trainspotting is suddenly cool. And by that we mean the The Ghan or the express to Gosford, not heroin addiction.
Deloitte Digital Wins Round Four Of Siren Awards With Sea Shanty Ad
A sea shanty has won round four of the Siren Awards. And, no, Captains Pugwash & Birdseye weren't on the judging panel.
Update: Cannes In Cairns Shifts To May 16th-18th 2022!
Cannes In Cairns has moved, but is the only industry event where you can drink from a coconut & not look like an idiot.
Byron Cooke Announces Radio Return At Melbourne’s KIIS 101.1
Beloved radio personality, Byron Cooke is back on Melbourne breakfast radio, announcing he will host KIIS 101.1 breakfast this morning and will back behind the mic until February when the Jase & Lauren in the Morning show returns. The announcement follows news regular breakfast co-host, Jase Hawkins, is expecting his third baby any day now. “I’ve been mates […]
Reverend Tim Costello Blasts The AFL’s Cryptocurrency Deal
AFL's newly announced crytpo deal has come under fire. Sports betting agencies just happy the heat's off them for a bit.
Howatson+Company Nabs CHEP’s Hoang Nguyen For Chief Data & Tech Officer Role
Howatson+Company appoints Hoang Nguyen as chief data and tech officer & supreme commander of the frozen staff computer.
Apple Set To Enforce Proof Of Covid-19 Booster Shot For Employees
Enforcing the booster shot not only protects staff & customers, it also helps cull the freaks and conspiracy theorists.
Facebook Not High On Hemp Advertising
In what could prove bad news for the entire NSW far north coast region, Facebook's reportedly refusing hemp advertising.
NBCUniversal And Publicis Media To Trial Real-Time Audience Measurement At Super Bowl
For the massive exposure the annual Super Bowl gets, it's surprising how deeply unpopular the game of gridiron remains.
Twitter Tees Off With Veiled Criticism Of Australian Government Inquiry
The federal government continues to find few friends among the tech giants. Few friends anywhere, really.
ABC Shares User Data Despite Repeated Warnings Against It
On the upside of the ABC sharing user's data, at least we'll know who the basket weaving, Champagne socialists are.
How Will Mobile Marketing Change After A Disruptive Year?
If your game's mobile marketing, then this is a 'must-read'. If not, it's a 'possible read' or 'nothing better' read.
Pedestrian Group Unveils New Vice Australia & NZ Leadership Team
Vice unveils its new leadership team who could easily be mistaken for a bad hip hop troupe from Australia's Got Talent.
If They Cannes, You Cannes: The Monkeys’ Katie Kidd Encourages Young Creatives To “Just Do It!”
Cannes Young Lions is open to all young, dynamic creatives. And if that isn't you, lying could always be an option.
Global Volumetric Video Market Expected To Experience A Surge In Advertising Demand
Report finds global volumetric video market set to treble in size. Making this article a veiled share market tip, too.
Aussie Open’s Virtual Decentraland Means Even Novak Djokovic Can Still Attend
You can now visit the Australian Open virtually all minus the ludicrous beer prices and Nick Kyrgios' tantrums.
Video Game Giant Activision Blizzard Fires Several Employees For Workplace Misconduct
Video gamer Activision Blizzard has sacked a number of employees for gross misconduct. Read all the sordidness here.
TikTok Set To Debut A New Twitter-Inspired Feature
TikTok set to debut a Twitter-inspired feature which B&T hopes is celebrities saying dumb things before deleting it.
Instagram Beats Out TikTok For Most Downloaded App In 2021’s Final Quarter
Instagram beats TikTok for most downloaded app. Still, neither doing much for narcissism and social isolation.
