1. Custom APIs

2. PR Tech

3. Programmatic Advertising

4. Marketing Automation Platforms

5. Offline Tracking

6. Data Analysis

7. Celebrity Endorsement Model Going Micro

8. Conversational Interfaces

9. The Science Of Automation

10. Social Media Artificial Intelligence

11. Peer-To-Peer Marketing Outlets

12. Voice Agents

13. Creative Optimization Tech

14. Account-Based Marketing

15. The Human Side Of Martech

The obvious shift in the digital landscape reveals that marketing technology is more than a trend, and clarifies the need for a leader who can unify departments.

• Big data integration
• Customer engagement software
• Digital marketing and e-commerce
• Efficient management of technology

Key Technology Spending In Marketing:

• Marketing and analytics software (SaaS): 24.4 per cent
• Infrastructure (hosted/cloud servers, network storage): 28 per cent
• IT Cross-charges: 21.3 per cent
• External services for development, implementation, and integration of marketing applications: 25.2 per cent
• Other: 1 per cent

Across a survey of more than 200 US marketers, Gartner found basic capabilities are now in widespread use, such as Web analytics, Web content management and email marketing platforms. Just 20 per cent of marketers surveyed aren’t currently using these solutions, and about 60 per cent are fully deployed. Interestingly, email marketing platforms had the highest penetration rate in retail (83 per cent).

Intermediate capabilities reflected more specific variations around the marketing approach. As an example, Gartner highlighted digital marketing analytics, lead management and multi-channel campaign management platforms. Less than half of marketers are currently using this trio of solutions, but more than 70 per cent are committed to deployments.


Less prevalent are advanced capabilities, but they’re rapidly being adopted. This list includes multi-touch attribution (fully deployed by 21 per cent of respondents), dynamic creative optimisation (31 per cent), A/B testing (33 per cent), and tag management systems (33 per cent). In addition, nearly one-fifth of marketers have plans to roll out personalisation, customer data or mobile marketing analytics platforms in the next two years.

• Fragmented landscape ripe for consolidation. Adobe, Google, IBM, Oracle and Salesforce have the highest number of installations in place across nearly a quarter of the categories of martech in the survey. However, some categories — mobile marketing analytics, data visualization, SEM/SEO tools, ad verification services, and retargeting — have no reported deployments completed or underway from the big five. 
• Marketers are moving quickly from the basics to sophisticated tools. More than half of the respondents have deployed the martech staples — web analytics, web content management and email marketing top the list followed by survey/customer insight tools, data management platforms and content marketing platforms not far behind. 
• Adtech and martech converge in the most advanced organisations. Advanced marketers use more specialised technologies that deliver improved insights and business results through increased data use.

The presentation covers an update on the ad tech and mar tech sectors, the growth in M&A activity, and the top five digital advertising and marketing trends.

The majority of marketers (72%) feel that the marketing technology landscape is changing either “rapidly” or at “light speed” — which is evident from the explosive growth we’ve seen in that landscape graphic over the past 5 years.

In contrast, the majority of marketers (67%) say that their company’s own use of marketing technology is evolving only “slightly” or “steadily” — or “not at all.”

This is Martec’s Law: technology is changing faster than organizations.

And while you might predict that the marketing technology landscape is bound to settle down soon, keep in mind that we’re now on the cusp on an explosion of new innovations in virtual reality, augmented reality, the Internet of Things, conversational interfaces, robotics, artificial intelligence, and so on. The next three years are likely to see more technological change than the last three. (Sorry.)

Marketer's have allocated 12% of company revenue to the marketing expense budget to last year’s 11%.

CMOs have taken on responsibility for aspects of sales, IT and customer experience functions in 30% or more organizations.

27% of the marketing expense budget is now allocated to technology, or 3.24% of revenue in 2016 vs. CIO’s tech budget of 3.4% of revenue.

We’re also seeing a strong correlation between a CMO’s willingness to share in the risk and the size of the budget they’re able to command. 

While the majority of marketing leaders expect budget increases again next year, the percentage of marketers bracing for a cut has grown nearly 5X from this time two years ago.

With the analysis of millions of real-user data points, Ghostery has found that a large website has an average of 75+ digital technologies. To supplement this finding, a recent ActualTech Media & Soasta presentation noted that “a typical web page today can contain requests with upward of 75% happening via 3rd-party scripts.” The driving force behind our previous tag categorizations was an effort to better calculate the risk and ROI of these 75+ vendors.  

By organizing key signals across all marketing channels, this framework helps marketers understand which signals are key to their specific campaigns’ success. Selecting signals according to campaign objectives instead of predefined sets of metrics enables marketers to better align their marketing measurement towards their goals, and generate insights more efficiently.

The Periodic Table of Marketing Signals is a visual representation of the Marketing Signals Framework and organizes signals across marketing channels according to three specific dimensions:

• Channel: The single channel where the marketing activity is executed. It can be digital (e.g., display, paid search, social) or offline (e.g., print, TV, radio).
• Objective: The specific business objective of the campaign or activity. Signals are categorized by the following objectives: awareness, engagement, conversion, loyalty, and advocacy.
• Signal Type: The approach used to quantify campaign success. Signals are organized by volume, quality, efficiency and shares.

Hype Cycle for Digital Marketing and Advertising, 2016

#1. The marketing technologist has “crossed the chasm.”

#2. Martech is eating adtech — and the big gulp is still ahead.

#3. Best-of-breed marketing technology stacks are thriving.

• Mythbusters: 10 Myths MarTech Vendors Tell by Theresa Regli of Real Story Group
• Best of Breed: The DNA of Unicorns by Isaac Wyatt of New Relic
• Building Your Ultimate MarTech Stack by Travis Wright of CCP Global
• One Profile to Serve Them All by Troy Steen of Dell

#4. Agile marketing is crossing the chasm too.

• A Herculean Story From Intuit’s Global Marketing Automation Rollout by Jaemi Bremner of Intuit and Pat Spenner of CEB Marketing
• Agile Marketing Measurement by Shubu Mitra of Coca-Cola and Jennifer Zeszut of Beckon
• Scaling Innovation by Christopher Penn of SHIFT Communications
• Agile Marketing: Your Key to Becoming a Modern Marketer by Brent Bird and Chris Savoie of Workfront

#5. Cognitive computing is coming to marketing frighteningly quick.

• Cognitive Marketing: The Rise of the Super Intelligent Marketer
• How Machine Intelligence Will Really Change Marketing — or — How to Market With Smart Machines Without Ensuring the Destruction of Mankind or Losing Your Job