mythbusters: 10 myths martech vendors tell (and what's the real story) by theresa regli

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Mythbusters: 10 Myths MarTech Vendors Tell (and what’s the Real Story) March 2016

Theresa Regli @theresaregli

[email protected] www.realstorygroup.com



My early life as a mythbuster

credits: theawl.com thedailybeast.com


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Myth #1: The Digital Marketing “Suite”

Source: IBM

Source: Adobe

Source: Oracle

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The Real Story

“A fully integrated marketing platform is as mythical as the Himalayan Yeti.” - RSG Marketplace Analysis 2015

Image source: Phillippe Semeria.



Myth #2: MarTech is highly evolved, you are way behind the curve!

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The Real Story:



Myth #2: MarTech is highly evolved, you are way behind the curve!

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The Real Story:



Myth #3: This fancy tool is very mature and meets all your needs!

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Myth #4: Setup is easy! You’ll be up and running in NO TIME !

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The Real Story:



Integrating all the technologies of the marketing cocktail is hard

Brand Marketer’s

Cocktail

Web CMS Mobile

DAM

MRM

CRM Call Centers

& Kiosks

Analytics & Optimization

Profiling & Personaliz’n

Social Intelligence

Social Engagement

Marketing Automation

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Myth #5: You’ve already got the skills, no training required !

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The Real Story:



Myth #6: “We can scale.”

Where? u  Actors: How many? u  Number of campaigns? u  Languages? u  Format transformations?

The Real Story: No, you mostly cannot

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Myth #7: “Marketers love this tool!”

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The Real Story:



Social

Engagement Connect and engage

in social media

CDN Speed Digital

Delivery

OVP Deliver Streaming

Video

Optimization Analyze, test, and optimize

Mobile Middleware Custom mobile

experiences

E-commerce Conduct

Transactions

Community Discussions and profiles

Consumer Analytics Collect and report

on behavior

Portals Transact business

Page Layout Develop Print materials

and packaging

Contact Center Address customer

inquiries

BI Analytics PIM MDM ERP CRM

Marketing

Automation Manage email and social campaigns

WCM

Manage web content and customer

experience

DAM / MAM

Manage images and video

CONTENT & ENGAGEMENT MANAGEMENT

ENTERPRISE DATA FOUNDATION

Social Email Website Mobile Print TV

MAJOR CHANNELS

Enterprise Data

MARKETING & SALES SERVICES

Myth #8: “We should be your marketing data warehouse.” Real Story: You should de-couple data from engagement systems



Myth #9: “We’re also a DAM: we can manage your media and brand assets.”

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The Real Story:

Digital asset management systems do penty that your marketing automation tool cannot:

●  render and transform assets ●  embed metadata in files ●  manage taxonomies & controlled vocabularies ●  manage asset lifecycles ●  edit media on-the-fly

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Summary: MarTech Mythbusting State of the Union

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Digital Marketing Technology projects are

under- performing

Strategy is in place Strategy defined at

the enterprise / business-unit level

Tools are Problematic

Right tools not in place

Existing tools are underutilized

Skills are limited

Lack of in-house skills

Reliance on external skills

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