Scott Brinker

Don’t buy marketing technologies, build layers instead

August 24, 2015 / Marketing Management / By Scott Brinker / 5 Comments

The following is a guest post from Sam Melnick at Lattice Engines (update: now at Allocadia) and a former analyst in IDC’s CMO Advisory Service. For all of the chatter of “marketing stacks” these days, I found Sam’s description of capability-specific “layers” to be a more precise way to think about how to best implement marketing technology in context. This may be the understatement of the year: the marketing landscape is becoming increasingly complex and …

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Only 9% of marketers have a complete, fully utilized martech stack

August 20, 2015 / Marketing Software / By Scott Brinker / 8 Comments

Only 9% of marketers have all the marketing technology they need and fully utilize it. That remarkable statistic stood out to me from a new report on marketing technology strategy published by Ascend2 that reveals some interesting insights on the utilization and effectiveness of marketing technology today. Kudos to the 9% who seem to have their marketing tech situation fully baked! Of course, it’s possible that some percentage of those people may feel that way, …

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Would Hacking Marketing make for a great SXSW talk?

August 12, 2015 / Marketing Management / By Scott Brinker / 2 Comments

Today, I’m going to take a break from plugging my own conference series — next up: MarTech Europe in October, which is totally going to rock, I say with embarrassing modesty — to, well, um, promote a proposal to present at a different conference. Yes, as you’ve no doubt surmised from the headline, I’m making a bid to speak at SXSW. My proposed talk is Hacking Marketing, which will explore a number of fascinating parallels …

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Who are the top 10 martech companies? It may surprise you

August 10, 2015 / Marketing Software / By Scott Brinker / 6 Comments

Let’s play a little game. The chart above shows the top 10 marketing analytics and automation companies, ranked by their 2014 revenue in this category. Well, actually, the revenue numbers are there, but I have cleverly hidden the company names. Can you guess who the companies are? For bonus points, can you name them in order of their revenue from last year? (These revenue numbers include broader “marketing cloud” offerings, and services as well as …

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The Top 10 Marketing Technology Companies in 2014 by Revenue

Divergent opinions about chief marketing technologists

August 6, 2015 / Marketing Management / By Scott Brinker / 5 Comments

Last month, the adtech/martech company DataXu released a great report called The New Marketer: How Data and Technology are Driving the Rise of the Chief Marketing Technologist. The research was conducted by Redshift Research among 250 marketing decision makers in the UK. There’s a lot of fascinating data in the report, but the thing that I found most remarkable was the chart which I’ve included at the top of this post, revealing the divergent opinions …

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Opinions on Chief Marketing Technologist Roles

Interactive content hits a milestone in The Great Content Wars

August 2, 2015 / Marketing Tactics / By Scott Brinker / 5 Comments

Last Wednesday was a bit of a historic moment. When I visited The New York Times website that morning, I was amazed to see that the featured story on the front page was implemented using interactive content. The story — How Many Times Has Your Personal Information Been Exposed to Hackers? — was produced as an interactive assessment tool, not merely a regular article that a reader would passively consume. Just to make sure we’re …

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Interactive Content on The New York Times Front Page

Drink responsibly, and mix your martech responsibly too

July 30, 2015 / Interviews / By Scott Brinker / 3 Comments

Today’s Q&A is with Jeremie Moritz, the Global Digital Content & Media Manager at Pernod Ricard in Paris. Pernod Ricard is the company behind many of the world’s leading brands of distilled beverages, including Absolut, Beefeater, Chivas Regal, Glenlivet, Jameson, and Kahlúa, as well as major wineries such as Kenwood and Jacob’s Creek. Talk about iconic brands! Its history traces back to 1797, when Henri-Louis Pernod opened his first absinthe distillery in Switzerland. Here’s a …

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21 native ads for marketing geeks that will shock you

July 28, 2015 / Marketing Tactics / By Scott Brinker / 6 Comments

I get exposed to a lot of low-brow native advertising as I puruse the web. If this is the result of intentional, personalized targeting — yikes — I shudder to imagine the profile that these advertisers have concocted for me. I’m constantly being tempted to learn surprising secrets of weight loss, the one trick my bank really doesn’t want me to know about my mortgage, and shocking revelations of aging actors from the 80’s. Every …

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Lowest rates for MarTech Europe expire this Friday

July 27, 2015 / Marketing Management / By Scott Brinker / Leave a Comment

Ahh, summer vacation. Odds are that you either just got back from one (like me), are eagerly anticipating one just around the corner, or possibly are on one right now. If the latter, and you’re actually reading this while you’re on vacation — wow, you are a serious martech enthusiast. You have my empathy and admiration. Now put away the computer and go enjoy the sunshine. Although, before you do, there’s just one quick thing …

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The first bachelor’s degree in marketing technology launches this fall

July 20, 2015 / Marketing Management / By Scott Brinker / 13 Comments

Today’s guest post is written by Dr. Kevin W. Tharp, an associate professor of digital marketing technology at the University of Wisconsin-Stout — and the founder of the first ever Bachelor of Science in Digital Marketing Technology degree. The Bachelor of Science in Digital Marketing Technology was approved by the University of Wisconsin Board of Regents in June 2015, is an online degree and is now accepting applications for the Fall of 2015. For more …

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