The MarTech Digest
545.4K views | +60 today
Follow
Your new post is loading...
Scooped by CYDigital
Scoop.it!

Wunderman Study Future Ready Reveals That Despite Greater Access To Marketing Technology, Nearly 7 In 10 Businesses Still Struggle To Achieve Digital Readiness

Wunderman Study Future Ready Reveals That Despite Greater Access To Marketing Technology, Nearly 7 In 10 Businesses Still Struggle To Achieve Digital Readiness | The MarTech Digest | Scoop.it
A new study released today by Wunderman, the leading global digital agency, in partnership with Penn Schoen Berland, finds that despite having access to more innovative marketing tools and systems than ever, 68% of global senior business decision makers (BDMs), are still struggling to bring their data, creative and technology together. Wunderman has introduced Future Ready as a call to action for business and marketing leaders to act now in order to prepare their businesses for the future.

Other key findings from global BDMs include:

--While 99% of global BDMs believe data is critical to achieve success, 62% are unable to turn data into insights or action.
--68% of companies can't change their creative based on insights from their data.
--73% say their companies are siloed and 89% of those believe these silos impact their ability to deliver cohesive messaging.
--59% of executives surveyed remain dissatisfied with their current marketing investments.
CYDigital's insight:

Wunderman Study Future Ready Reveals That Despite Greater Access To Marketing Technology, Nearly 7 In 10 Businesses Still Struggle To Achieve Digital Readiness

 

Incredibly disappointing. You can find the full study here: http://wunderman.com/thinkfutureready 

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

B2B Marketing Is Going Through a Technological Revolution and CMOs Are Ready to Invest - AdWeek

B2B Marketing Is Going Through a Technological Revolution and CMOs Are Ready to Invest - AdWeek | The MarTech Digest | Scoop.it
As B2B companies pour money into the systems and technologies needed to transform their marketing operations into truly global digital performance engines, we will continue to see a steady rise in marketing spend as chief marketing officers leverage their new capabilities and ability to drive (and measure) return on investment on an unprecedented scale. Because of the marketplace’s overall digital transformation, B2B CMOs are now in a better position to argue for more ad spend.

Last week, eMarketer announced its first B2B digital advertising forecast, predicting the space will total $4.6 billion in 2018, up 13 percent from this year’s projected total of $4.07 billion. What’s more, when comparing next year’s forecast versus 2013, B2B digital ad budgets will have grown by 111 percent in just five years.

The growth figures for B2B media spend actually understate the share of corporate budgets going into B2B marketing activities if you consider the material technology investments that companies are making to drive performance and efficiency from their ad spends. This investment in digital transformation of the end-to-end B2B marketing stack is allowing deeper insights, better targeting and overall efficiency in driving engagement, leads and actions.
CYDigital's insight:

B2B Marketing Is Going Through a Technological Revolution and CMOs Are Ready to Invest - AdWeek

 

We're breaking through to another level...and there still isn't a rock solid method to measure attribution.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

2018 Budget: Where will marketers spend their dollars? - Marketing Interactive

2018 Budget: Where will marketers spend their dollars? - Marketing Interactive | The MarTech Digest | Scoop.it
About 40% of survey respondents expect budget for traditional advertising to decrease.
CYDigital's insight:

2018 Budget: Where will marketers spend their dollars? - Marketing Interactive

 

My 2018 recommendations: invest in original, verticalized content, and a robust, fully integrated marketing stack with ABM as the centerpiece.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How well do you understand your marketing and advertising technology stack? Not well enough - Which-50

How well do you understand your marketing and advertising technology stack? Not well enough - Which-50 | The MarTech Digest | Scoop.it
We have also worked with marketers and agency leaders to identify where the knowledge and capabilities gaps exist.

1. Do you know all the key technology providers in your marketing and advertising tech stack and the basis on which they are engaged? Do you understand the cost drivers?
2. Have you assessed the technology skills gaps in your organisations and do you have visibility over what skills you are likely to need this time next year that you currently do not possess?
3. Do you know which agencies are responsible for you adtech solutions?
4. Do you know who owns the data if your data is held in a third parties systems?
5. How confident are you that when someone arrives on your website you know who they are?
6. What other non-marketing systems collect personally identifiable information about your customers and are you able to marry these up to data in your marketing tech stack?
7. Do you run programmatic advertising campaigns and who manages the programmatic buying desk, your employees or your agencies?
8. How integrated are your teams when they plan campaigns? For instance does your social desk talk to your search desk, and do they know what display campaigns are running in the market at any given time?
9. Does your direct marketing team have visibility of search, social and display campaigns?
10. Thinking of search, social, display and video do you know how your agency is structured and whether they have an integrated or disjointed approach to managing your campaigns?
11. Is responsibility for search, social and display split across agencies?
12. How sophisticated is your attribution modeling? Are you still relying on first last clicks and are you able attribute across multiple formats and channels? And perhaps more importantly, how quickly can you respond to the insights derived from your models?
If you can answer yes to most of these questions positively you are doing better than many of your peers.
CYDigital's insight:

An excellent checklist, timely as well.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How many different types of marketing plans does a business need and why? - Smart Insights

How many different types of marketing plans does a business need and why? - Smart Insights | The MarTech Digest | Scoop.it
  • "Advertising plan
  • Customer acquisition plan
  • Email marketing plan
  • A retention plan
  • A social media marketing plan
  • Conversion optimisation plan
  • Business plan
    • New product development
    • Revenue sources
    • Means of cost management
  • Marketing plan
    • Geographically based
    • Product based
    • Business unit based
    • Focused on segmentation
  • Campaign plan
  • Digital marketing plan / Digital transformation plan
  • Multichannel marketing plan"
CYDigital's insight:

And of course, there are planning templates, which are plans for the plans.

 

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

The Most Important B2B Digital Marketing Trends and Stats of 2017 [Infographic] - MarketingProfs

The Most Important B2B Digital Marketing Trends and Stats of 2017 [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Which social platforms work best for B2B marketing? How is the demographic of the B2B buyer changing? How are B2B marketers using content? Find out the answers to those questions and many others.
CYDigital's insight:

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
Sanjana Singh's comment, December 5, 2017 4:48 AM
Thanks for sharing such informative infographic. It is great that you have focused on influencers too while creating the infographic on digital marketing trends. You can also refer to one more relevant blog on digital marketing trends http://www.techmagnate.com/blog/digital-marketing-trends-statistics-leverage-2017/ . I have some rare info like micro-moments, big data personalization model. You can surely refer to it for more info.
Scooped by CYDigital
Scoop.it!

New Research: How Companies Buy Marketing Tech - TargetMarketing Mag

New Research: How Companies Buy Marketing Tech - TargetMarketing Mag | The MarTech Digest | Scoop.it

"Marketing executives today are being challenged to incorporate more technology than ever into their technology stacks, and that means developing processes and skills that the CMO just didn’t need before. With this research, you’ll be able to benchmark the practices your company uses against others in the industry, and see where you might be able to improve your own processes.
Highlights include:
-Brands are buying more marketing technology than ever, and they’re doing it with what appears to be minimal input from other departments.
-64% of purchases are made by individuals or single teams.
-Fewer than 50% of purchasers conduct formal requirements assessments.
-Marketers prefer to use self-driven, self-empowering paths to purchase than be shepherded through by a vendor."

CYDigital's insight:

It's about 50-50 IT to Marketing. But be careful for what you wish for.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Nine Critical Issues to Consider Before You Buy Marketing Software - MarketingProfs

Nine Critical Issues to Consider Before You Buy Marketing Software - MarketingProfs | The MarTech Digest | Scoop.it
1. Determine the 'Why'

2. Advance what's working

3. Beware of 'walled gardens'

4. Keep it simple

5. Know the trends

6. Stay in your lane

7. Prioritize adoption

8. Understand the importance of ROI

9. Go for it: Avoid paralysis by analysis
CYDigital's insight:

10. See if what you need already exists in current software.

11. Look for free or inexpensive solutions that can easily be integrated using Zapier.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

6 Major Marketing Trends to Start Budgeting for Today [Infographic] - Social Media Explorer

6 Major Marketing Trends to Start Budgeting for Today [Infographic] - Social Media Explorer | The MarTech Digest | Scoop.it
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

A Reality Check on Assessing the Right MarTech Vendors | Blog | Real Story Group

A Reality Check on Assessing the Right MarTech Vendors | Blog | Real Story Group | The MarTech Digest | Scoop.it
As the chart illustrates, based on where a particular vendor is placed on the Reality Check, you'd want to further drill-down on aspects such as - 

  • Is the slow pace of product development causing "technical debt" to pile up and will you be saddled with an outdated product, right out of the gate?
  • Migration headaches, buggy new releases, all your customizations may not work - lots of thorny issues here. Also, vendor marketing hype gets ahead of new product capabilities
  • Is the vendor pivoting and are their focus areas changing? Were they just acquired (a particularly risky time for you)? Will they be continue to support the business use cases that are important to you?
  • Is there so much turbulence that should you be looking at alternatives?
CYDigital's insight:

CT for the report should you be a subscriber.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Don't Be a Martech Fred - Gartner

Don't Be a Martech Fred - Gartner | The MarTech Digest | Scoop.it
A Martech Fred has the sophisticated platforms and enjoys talking about their tech stack, but struggle to fully apply that technology. They have a marketing automation platform they still use like a $49 per month batch and blast email tool. They have a powerful CMS they use to deliver a static web experience or advanced analytics technology they use to pull the same reports available from a free solution. So how do we fight Fredness?

  • Writing the check is only the beginning  
  • Commit to training 
  • Know it won’t happen overnight 
CYDigital's insight:

marketingIO converts MarTech Freds.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How To Avoid Marketing Technology Buyer’s Remorse - Fourth Source

Unfortunately for digital marketers, collateral damage often doesn’t reveal itself until it’s too late – you’ve signed on the dotted line and you have a year-plus contract to fulfil. There are three commonly over-looked, but also hard to vet, complications when you add marketing tech to your website:

  • Site performance
  • Product customisation
  • Real-time functionality
The good news is, you can you avoid these complications while still in the buying process. Here’
CYDigital's insight:

CT for the details...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Key marketing and data technology opportunities and challenges for 2017 | C-Suite

Key marketing and data technology opportunities and challenges for 2017 | C-Suite | The MarTech Digest | Scoop.it
1. Real-time decision making finally gets real
Many organisations looked into or acquired technology to facilitate real-time when it first emerged as a leading trend, but it is only now that many are actually practically applying it. 

2. Taking steps towards cognitive computing
The next few years will see organisations start to get to grips with what cognitive computing can offer. While there is much fascination with the potential for cognitive, there is still an element of nervousness from many organisations, especially when it comes to A.I. This is not unfounded, as A.I. has not yet reached the point where it can run without careful human monitoring. 

3. The growing need for data management and governance

4. Getting your digital estate in order
Organisations are still failing to fully understand their digital estates and the systems they already have. Many are fairly digitally mature, with estates that have grown at a rapid pace. Due to the particularly high turn-over in senior marketing roles, coupled with increasing marketing technology spend, businesses are likely to have multiple systems in place, which are not being utilised or integrated properly.
CYDigital's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

The Cathedral And Bazaar Cycle Of Martech Innovation - MediaPost

The Cathedral And Bazaar Cycle Of Martech Innovation - MediaPost | The MarTech Digest | Scoop.it
Periods of rapid innovation always come from an open market with many competitors -- exactly what's happening in marketing technology right now.  That's because open markets always drive more innovation than can be achieved within hierarchical organizations.

As Eric Raymond showed in his brilliant essay on the open source movement, "The Cathedral and the Bazaar," the evolutionary forces of a distributed open market (or “bazaar”) always trump vertical integration (“cathedrals”) when it comes to spinning off fresh ideas.

The unpredictability and risk increases by a factor of 10 as you go from one version of innovation to the other, but so do the rewards. Innovation in markets grow on a logarithmic scale.  

There is another critical factor at play here as well. The market/bazaar, being ruthless, quickly culls competitors down to those that have the best market potential. Organizations/ cathedrals are reluctant to pull the plug on losers as they fall victim to the sunk-cost fallacy and loss aversion.
CYDigital's insight:

Took 12 months, but we found our article of the year.

 

Suffering from MarTech FOMO? We’ve got the cure. Contact us. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

8 mistakes to avoid when buying MarTech - Campaign US

8 mistakes to avoid when buying MarTech - Campaign US | The MarTech Digest | Scoop.it

"Buying the wrong marketing technology can cost brands a pretty penny—or rather an ugly couple grand. To prevent marketers from making the wrong investments, here are eight mistakes they should avoid when purchasing MarTech.

1. Failing to develop a strategic framework. 

2. Not specifying what you need in RFPs or demo requests. 

3. Ignoring the need to learn the marketing lingo. 

4. Failing to ask the right questions.

5. Assuming that new technology will seamlessly integrate with the existing stack.

6. Relying too heavily on crowdsourcing. 

7. Having isolated data and silos. 

8. Forgetting the exit strategy. "

CYDigital's insight:

Especially #5.

 

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

5 Tech Challenges Marketers Face In 2017 - Forbes

5 Tech Challenges Marketers Face In 2017 - Forbes | The MarTech Digest | Scoop.it
• An enormous challenge for CMOs heading into 2017 is fully understanding the MarTech Landscape: Technology is transforming marketing faster than ever before. 

• Coping with the complexity of vendor management will be a Key Challenge for CMOs

• The pace of Innovation is Outpacing the Ability for CMOs to Grasp It. 

• More CMOs will Go Back to School (metaphorically speaking) to become more Data-Driven CMOs

• A Mega Technology Trend is that the Customer Experience (CX) will be Tracked, Better Understood through Integrated Mapping, and be the responsibility of the CMO
CYDigital's insight:

I'll second the motion...

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Gartner shares latest data on enterprise marketing tech spend - Chief Marketing Technologist

Gartner shares latest data on enterprise marketing tech spend - Chief Marketing Technologist | The MarTech Digest | Scoop.it
CYDigital's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How Satisfied are MarTech Users? - Which 50

How Satisfied are MarTech Users? - Which 50 | The MarTech Digest | Scoop.it
While leading-edge consumers of marketing technology are passionate advocates they, like others, are surprisingly unsatisfied with the current offerings. The study finds, among other things:

  • Satisfaction with Marketing Technology is quite low — four in ten are somewhat satisfied but only 15 per cent very and four per cent extremely satisfied.
  • Users are highly satisfied when they see tangible results like increased traffic, sales conversions, improved efficiencies — case studies are needed to demonstrate ROI.
  • Lower levels of satisfaction relate to a feeling that they could be doing so much more, suggesting that more support is needed to help clients realise the full potential of their investment. Anxious to prove effectiveness, there is a level of impatience to see the return from Marketing Technology investment.
CYDigital's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

B2B Firms Turn to Marketing Technology to Court Buyers - eMarketer

B2B Firms Turn to Marketing Technology to Court Buyers - eMarketer | The MarTech Digest | Scoop.it
CRM and marketing automation are seeing wide adoption
CYDigital's insight:

Marketing Automation penetration: too high. Guessing that includes 3rd party ESPs.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Sources for Comparing Digital Marketing Software - Smart Insights

Sources for Comparing Digital Marketing Software - Smart Insights | The MarTech Digest | Scoop.it
G2Cloud

Capterra

TrustRadius

Alternativeto.net
CYDigital's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Five Questions You Need to Ask Before Purchasing New Technology - Profs

Five Questions You Need to Ask Before Purchasing New Technology - Profs | The MarTech Digest | Scoop.it
1. What does the implementation look like in my environment?

2. Is this another dashboard I get to log on to and look at every morning?

3. What services and support are included?

4. What skills does my team need if it is to use and support this technology?

5. Can we conduct the implementation in stages?
CYDigital's insight:

A fresh look at the pre-purchase exercise. 

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

2016 True Costs of Marketing Survey Results | SiriusDecisions

2016 True Costs of Marketing Survey Results | SiriusDecisions | The MarTech Digest | Scoop.it
  1. B-to-b software companies under $100MM are betting big on marketing. As a percentage of revenue, these companies are doubling down on marketing. In 2006, they reported that they spent 7 percent to 9 percent of their revenue on marketing. Since then, the United States has gone through a recession and we’ve witnessed a transformation to software-as-a-service business models. Today we’re seeing most of these companies investing in the range of 8 percent to 16 percent. 
  2. Spending is up significantly for systems/tools and outsourced services. Across all revenue bands, we’re seeing a large portion of increasing marketing investment going to systems/tools and outsourced services. In 2010, when we first started tracking the investment marketing organizations were making in this area, we saw a range of 3 percent to 6 percent across companies of all sizes. Today, that number has expanded to 7 percent to 15 percent. 
CYDigital's insight:

The Sirius get-together is in May in Nashville.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Martech: What happens when you’ve been over-served? - Marketing Land

Martech: What happens when you’ve been over-served? - Marketing Land | The MarTech Digest | Scoop.it
One of the simplest ways to do this is by using a martech blueprint. This technique involves creating a visual diagram that outlines current technology, systems, processes and data flows. This allows marketers to gain a single view of their technology investments to identify opportunities for consolidation, chokepoints, and even where new tech can fill a big gap as they phase out others.

Here are a few things you can do to overcome and prevent this “too much martech” scenario:

  • Align technology with business priorities.
  • Do an inventory check on existing technology. 
  • Ensure all tools and systems connect. 
  • Make a business case to rip out the tech “stuff” that is “nice to have.” 
CYDigital's insight:

It all starts with objectives. From there, it's a matter of identifying all current tools and formulating a stack that is in alignment with objectives.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

10 Surprising Stats About Marketing Technology - Oracle

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Three Steps to Better Sales Technology Investments - SiriusDecisions

Three Steps to Better Sales Technology Investments - SiriusDecisions | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital's insight:

This structure applies to any MarTech investment.

more...
No comment yet.