the state of marketing technology by scott brinker

TheStateofMarke-ngTechnology

Sco3Brinker@chiefmartec

November 2016

Co-founder&CTOSo#wareandservicesforinterac1vecontent.

EditorBlogontheentwiningofmarke1ng&technology.

ProgramChairMarke1ngtechconference.

~150 ~350 ~1,000 ~2,000

2011 2012 2014 2015

~3,500 (3,874logos)

2016

“Bringmemyinsights,I’mreadyforanaEernoonstrategy.”

“That’snothowmartechworks!”

DigitalWorldàMartechExplosion

“Don’tworry,therobotsarecoming!”

1me

Ar-ficialIntelligenceWillIncreaseMarke-ngComplexitymarke1n

gcomplexity

humanmanageablecomplexity

1me

Ar-ficialIntelligenceWillIncreaseMarke-ngComplexitymarke1n

gcomplexity

humanmanageablecomplexity

“invisible”complexity

Why?Becauseitcan.AvariaHononWirth’sLaw/Gate’sLaw/Page’sLaw/May’sLaw

WhatwouldhelpyoubeQerleveragethefullpowerofyourcurrentmarkeHngtechnologystack?

#1:Be3erstrategy...#7:Be3erintegra-on

Websitesareagreatexampleofthistoday—theirfunc1onandflow

shapesbrandexperience.

1me

chan

ge

organizaHonschangelogarithmically

technologychangesexponenHally

topperformersare7Xmorelikelyto

emphasizepeople

topperformersdeemphasizedataandtechnology

75%havemarke-ngtechnologiststoday85%willwithinthenext12months Source:DataXu,ModernizingtheMix:Transforming

MarkeHngThroughTechnologyandAnalyHcs,July2016

2/3haveachiefmarke-ngtechnologist

(orsimilarrole)

Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016

59%increasingin-housemartech(only10%reducing)

Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016

65%marke-ngroles16%digitalroles18%ITroles

Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016

56%increasingin-houseadtech(only10%reducing)

Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016

only6%thinkoutsourcedadtechisbe3er

costresults

transparency

data

Source:DataXu,ModernizingtheMix:TransformingMarkeHngThroughTechnologyandAnalyHcs,July2016

Best-of-BreedMarkeHngTechnologyStacksDominatetheMarketToday

>2Xmorepopularthansingle-vendorsuites

StackArchitecturevs.Leverage—Best-of-BreedWins

JakeSorofmanResearchVicePresident,Gartner

•  MarkeHngbudgetsincreasingfrom11%to12%•  27%ofthemarkeHngbudgetearmarkedfortechnology•  Morethanwhatisallocatedforpaidmedia(22%)•  AlmostasmuchasITspendsontechnology:3.24%vs.3.4%oftotalcompanyexpenses

Source:hQp://blogs.gartner.com/jake-sorofman/cmo-spending-is-on-the-rise-again/

Gartner2016-2017CMOSpendSurvey

Fragile An-fragileRobustGrowsstronger

withchange

Canwithstandchange

Harmedby

change

Whatarean--fragilestrategiesformarke-ng&marke-ngtechnology?

Fragile

Robust

An-fragile

ChiefMarke-ngTechnologisthQp://chiefmartec.com

ioninterac-ve,inc.hQp://ioninteracHve.com

sbrinker@chiefmartec.comTwiQer:@chiefmartec

Emailmeat:

MarTechConferencehQp://martechconf.com

www.martechconf.com