marketing landscape and technology companies

Marketing Technology Landscape:

A look a the landscape, company classifications, marketing technologies and technology trends and how technology is

changing marketing.

Table of Contents:

Page Title: Page Numbers: Marketing Landscape 3

Company Classifications 16Marketing Technologies 29

Top 3 Technology Trends to Watch 47How Technology is Changing Marketing

58

Work Cited 66

Marketing Landscape:Playground-

The Internet Has Made Markets

Bigger and Accessible:

The Rules of Engagement With Customers Have

Changed RadicallyThere are also More,

Not Fewer, Ad/Martech

Companies Than Ever:

Compiled by author from http://venturebeat.com/

Marketing Landscape:Playground- Internet


Marketing Landscape:Playground- Rules of

Engagement


Marketing Landscape:Playground- Companies

•Specialized technologies directly affect prospects and customers across lifecycles, such as advertising, email, social media, SEO etc.

Marketing Experiences

•Tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management

Marketing Operations

•Such as DMPs, CDPs, tag management, cloud connectors, user management, and API services

Marketing Middleware

•Such as CRM, marketing automation, content management, and e-commerce engines. [These are quite different in their application, so need to be reviewed separately]

Marketing Backbone Platforms

•Such as databases, big data management, cloud computing, and software development tools.

Infrastructure Services

•Such as Facebook, Google, and Twitter that underlie today’s marketing environment. [How you integrate with these key platforms]Internet Services

Company Classificatio

n Categories:

Compiled by author from smartinsights.com

Marketing Landscape:Challenges-

Technology management

Trying to change how firms think and behave in digital world that is:

•Hyper-connected•Always-on •Customer-controlled

Nature of marketing has gone from a secondary

communications function to the

main part of the customer

experience

The bar for delivering great

customer experiences is rising rapidly


Marketing Landscape:Marketing Companies Realization-

Companies are focusing on APIs and on preserving brand identity

The best marketing tech companies are verticalizing and specializing

It’s nearly impossible to consolidate all the fragmentation in the market


Company Classifications: Facts-

Companies are placed in 6 different categories

Then they are classified into 43 sub-categories

Some companies offer more then one aspect of the sub-category

Company Classifications: Sub-categories by Section-

Mobile Marketing

Display & Native Ads

Video Marketing &

AdsSearch & Social Ads

Communities & Reviews

Email Marketing

Influencer Marketing

Social Media Marketing

Events & Webinars SEO

Customer Experience/V

oC

Loyalty/ Referal/

GamificationPersonalizatio

n & ChatTesting &

OptimizationInteractive

Content

Content Marketing

Creative & Design

Sales Enablement



n:

Marketing Experience:


Audience & Market Data

Channel/Local Marketing

Asset & Resource Management

Call Analytics Management

Team & Project Management Vendor Data/Analysis Performance &

AttributionDashboard/Visualization

Web & Mobile Analytics

BI, CI and Data Science


n:

Marketing Operations:



Data Management/Customer Data Platform

Tag Management Identity Cloud Integration/ESB’s API’s

Platform/Suite CRMMarketing

Automation/Campaign & Lead

Management

Web Content/ Experience

Management E-Commerce



n:

Middleware:

Backbone Platforms:


Databases & Big Data

Cloud/LaaS/PaaS

Mobile Add Development And Marketing

Web Development

Marketing Environme

nt



n:

Infrastructure:

Internet:

Company Classifications:Picking a Company-

Business Case And Review

ApproachTechnology Roadmap

All-in-one Vs Best-of-

breed Solutions:

Open Source Options

Get Value From

Technology Investments

:

Change Managemen

t And Education

Compiled by author smartinsights.com

Marketing Technologies:Top 7-

Analytics

Conversion Optimizati

on

Email

Search Engine

MarketingRemarketin

g

Mobile

Marketing Automatio

n

Compiled by author from hbr.org

Top 7:

Tech Trends to Watch: Top 3-

Connected Life

Platforms Are

Emerging

Mobile Shapes

The Internet Of Me

The Speed Of Life

Gets Even Faster

Compiled by author from spiceworks.com images from google.com

Tech Trends to Watch: Stats-

Searches related to the Internet of Things grew 2.5XSearches for wearable tech grew 3X especially popular among the health-conscious crowdSearches for Smart TVs grew by 28% surpassing searches about other popular TV specs1.6 million hours of video about connected car platforms were watched on YouTubeSearches for smart lightbulbs went up 36%In 2015, connectivity will be the default in the products used most4.9 billion connected things will be in use globally in 2015, up 30% year over year


Connected Life

Platforms Are

Emerging

Tech Trends to Watch:What It Means For

Marketers-

Connected Life

Platforms Are

Emerging:

Connected objects will create more

data—use it to create better experiences

Make recommendatio

ns based on preferences

Tap into programmatic technology to

deliver relevant ads in real time

Use data-driven insights to up customer service game

Compiled by author from spiceworks.com

Connected Life

Platforms Are

Emerging


1.3 billion Smartphones will have shipped globally in 2014 Americans now spend 151 minutes per day on smartphones, more than on TV or laptops 1 in 5 searches on google are related to locationSearches for “nearby” have grown 5X since 2011 as people look for what’s around themSearches for personal health apps have grown 12X in the past year Searches for NFC, which lets smartphones “talk to” objects, have grown in four years. 1.5X


Mobile Shapes

The Internet Of Me


Marketers-

Mobile Shapes

The Internet Of Me:

The mobile device is the remote control for our

lives

Make sure consumers have a great experience with your brand

on their smartphone Use context to

make it even better—content

about their location, ads with local inventory,

one-click ordering


Mobile Shapes

The Internet Of Me


Lightweight HD cameras make it easier to capture the moment in the moment

Google app gets 30X as many action queries by voice as by typing.

Technology is a virtual assistant, giving us the info we need whenever we ask (or before we even have to)

800K hours of drone videos watched on YouTube in November 2014

2.6X growth in searches for drones since last year


The Speed Of Life Gets Even Faster


Marketers-

The Speed Of Life Gets Even

Faster:

Consumers expect to get

what they want in the moment they

want it

Think about what it means—•24/7 customer support?

•On-demand delivery? •A more comprehensive keyword strategy?

Make interactions fast, simple, and

easy

Make sure interactions are useful in all the moments that

matter


The Speed Of Life Gets Even Faster

Technology Changing Marketing:

Three Areas Changed- The

Speed

Relevance

Reach Of Campaig

ns

Three Areas of Marketing Which Have

Been Transformed

by Digital Are:

Compiled by author from theguardian.com

Technology Changing Marketing:

Overall- Today’s Connected Consumers Are Using Smartphones, Ipads, Laptops - And Even Glasses And Watches - To Access Content

Marketing Departments Need To Provide Compelling Campaigns Across These Different Devices And Become Proficient In Using Technology

Marketers Need To Work Closely With IT Departments And Technologists

They Need To Understand The Processes Behind Developing Websites, Handling Data And Running Social Media CampaignsMarketers Could Develop The Skills To Enable Them To Work Hand In Hand With Technologists While Retaining Their Creativity, Flair And Intuition

Compiled by author from theguardian.com

Work Cited:

1. "3 Technology Trends That Marketers Should Watch in 2015." 3 Technology Trends Marketers Should Watch in 2015. Web. 16 Dec. 2015. <http://www.spiceworks.com/marketing/3-technology-trends-marketers-watch-2015/>.

2. "7 Marketing Technologies Every Company Must Use." Harvard Business Review. 3 Nov. 2014. Web. 16 Dec. 2015. <https://hbr.org/2014/11/7-marketing-technologies-every-company-must-use>.

3. Benady, David. "How Technology Is Changing Marketing." The Guardian. 29 Sept. 2014. Web. 16 Dec. 2015. <http://www.theguardian.com/media-network/media-network-blog/2014/sep/29/technology-changing-marketing-digital-media>.

4. "Great Unbundling of Marketing Is here." VentureBeat. Web. 16 Dec. 2015. <http://venturebeat.com/2015/09/26/the-great-unbundling-of-marketing-is-here/>.

5. "Marketing Technology in 2015 [Infographic]." Smart Insights. 27 Jan. 2015. Web. 16 Dec. 2015. <http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/>.

6. "Marketing Technology Landscape Supergraphic (2015) - Chief Marketing Technologist." Chief Marketing Technologist. 12 Jan. 2015. Web. 16 Dec. 2015. <http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/>.

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/