Marketing Software

My post from last week — is marketing technology consolidating or diversifying — resonated with the folks at HubSpot, and they invited me to contribute a few thoughts on that subject to their blog. The result: Will Marketing Technology Look Like iOS Someday? As illustrated in the graphic above, we consider three possible futures for marketing technology: Diversified with no real center of gravity (kind of what we have today), on the left. Consolidated into …

3 different futures for marketing technology Continue Reading »

Is marketing technology consolidating or diversifying? Every few weeks it seems like we see a new round of marketing technology acquisitions, especially from Oracle, Adobe, IBM, Salesforce.com, Google. For example, Google’s recent acquisition of Wildfire. There are certainly plenty of anecdotes to support the narrative that marketing technology is consolidating. At the same time, however, the pages of TechCrunch, VentureBeat, PandoDaily, GigaOm, etc., are constantly pumping out announcements of new ventures launching in this space. …

Is marketing technology consolidating or diversifying? Continue Reading »

UPDATE: The 2020 Marketing Technology Landscape is now available. Marketing is in a whirlwind of technological innovation. It’s thrilling, inspiring, and a little dizzying. Last year, I made the first version of a marketing technology landscape infographic to try to glimpse the “big picture” of this broad field. I’m pleased to now share with you the all-new 2012 version of this supergraphic above (click to open a large version that’s actually readable). Its purpose is …

Marketing Technology Landscape Supergraphic (2012) Continue Reading »

Marketers will spend about $1 trillion this year on external costs: everything from advertising of every kind, marketing services such as direct mail and lead generation, agency fees, data and intelligence such as market research, and — at the very bottom of the stack — software and technology. In 2012, marketing technology will account for only 1% of marketing spend. According to a recent report by research analyst Dan Salmon, the amount spent on software …

We are the 1% (of global marketing spend) Continue Reading »

How many different solutions do you estimate you have integrated to support your website capabilities today? How many do you anticipate you will have integrated into your website 2 years from now? For eCommerce professionals, the answers are surprising: 42% have 10 or more solutions integrated in their sites today 69% expect 10 or more solutions integrated in their sites within 2 years 31% expect 20 or more solutions integrated in their sites within 2 …

Imagine 20 different technologies integrated into your website Continue Reading »

This is a follow-up to my post on why marketing software will never be like ERP (but it’s still going to be a ridiculously huge, multi-billion dollar industry). The marketing technology landscape continues to expand and evolve at a breakneck pace. But while its vibrancy is in large part due to a fertile environment for start-ups, the hundreds of billions of dollars at stake in this reincarnation of the marketing industry has attracted the attention …

Marketing technology: suite, platform, or portfolio? Continue Reading »

Experian — another one of those multi-billion dollar companies engaged in enterprise marketing — released their 2012 Digital Marketer Trend and Benchmark Report earlier this week. Right up in the front of this hefty 154-page report is a spread on understanding the marketing technology ecosystem — which is clearly the substrate upon which modern marketing is being built. Experian includes a couple of great infographics that help visualize all of the different pieces in that …

The marketing technology ecosystem wheel Continue Reading »

I ran across a thought-provoking article earlier this week on GigaOm — Marketing is the next big money sector in technology — by Ajay Agarwal of Bain Capital Ventures. It begins with the reference to the Gartner report from December the suggested by 2017, CMOs will have larger technology budgets than CIOs, which is a great place to start. Ajay predicts that a new wave of companies leveraging big data for the benefit of driving …

Why marketing software will never be like ERP Continue Reading »

I ran across an inspiring blog post this week by Jacques Spilka of Whatsnexx, titled Complexity killed marketing automation! (The if-it-bleeds-it-leads school of blog post headlines.) Jacques made two insightful points: 1. Marketing automation programming can get complicated fast First, he cut right to the quick of the challenge of marketing automation: for marketing automation to be really effective, it needs to be wielded by the marketer, not by the marketing automation expert. Most marketing …

Marketing as an object-oriented program? Continue Reading »

The title of an article in last week’s AdAge Digital was Tech-Consulting Giants Slide Closer to Creative-Shop Turf. The subhead read, “Deloitte, Accenture are among big IT players looking to learn digital biz of marketing brands to consumers.” You can almost hear the sound of cappuccino being sneezed out in a Madison Avenue office somewhere. Brian Whipple, the CEO of Accenture Interactive, was quoted as saying, “Clients, in my view, are finding it more credible …

The Marketing Technology Frenemy Triangle Continue Reading »