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45+ Global Voices on MarTech

To cut through the noise, marketing technology will focus on enabling communications that are not just timely and relevant, but also fun and rewarding for the recipient to respond to.

A focus on the relationship between delivering customer value and valued customers, and demand for transparency, engagement and efficiency will drive MarTech in omni-channel targeting, tracking, data analytics, and automation.

From our interaction with the global leaders, we see the following developments: More – middleware & open standards, M&A, ad blocking, interactive content, and Less – cookies, vendors.

As marketers increase the number of tools in their marketing stacks, there will be an increased emphasis on understanding the integration points between these tools and their benefits.

SMEs simply don’t have time to create even the simplest of content, so I think vendors will appear to deliver both content and marketing automation management services.

Mobile devices and technology innovations are providing marketers with real-time locations and behaviours of their customers, pushing the integration of online and offline marketing opportunities to become a reality in 2016.

The key to success is understanding the relevance of permissioned data and using that data to embrace the marketing mix. Permission and relevance will be the key to success.

The local, disposable and anonymous trends are converging in a way that will nearly prevent a brand from using advertising messages to reach its mobile clients.

We expect to see a growing use of digital intelligence to influence all forms of marketing including what has historically been labeled as “traditional” media.

Marketing Technology will be all about integration. Customers are tired of copying and pasting their data across multiple systems. Put simply if it doesn’t integrate, it’s dead.

While data scientists have focused on examining behavioral data and customers’ past actions (e.g. retargeting), they will increasingly look to psychographics and values to gain insights into how consumers may behave in the future.

People are lazy. Mediums like video will strengthen stories and reliance on mobile will increase. Analytics will get stronger and more adept to handle outliers, making better assessments of data.

Using brand ambassadors and brand advocates will continue to gain traction. People trust their friends and rarely make major purchases without seeking advice from their network.

With Google predicting that 85 of the top 100 retailers will harness beacon technology in 2016, smart marketers will craft campaigns that deliver better customer experiences, not just coupons.

In 2016 organizations will realize that there is no web and mobile strategy – only a customer-centric digital strategy, regardless of channel.

Advertising will become more personalized in social media and branded gifs will play a much larger role in how we promote ourselves.

Interest in marketing automation is growing. Even industries that have previously shied away from adoption, like real estate, are now moving towards it to solve some of their top challenges.

Enterprises are demanding ways to better present marketing information in a more graphical, easy-to-consume manner. They want better storytelling to graphically communicate business processes and show key metrics.

Marketing is about to go mobile-heavy in a way that we have not seen before. There are going to be new and innovative ways to market mobile apps and they are going to be popping up a lot this year.

MarTech in 2016 will focus on the user experience in B2C and B2B applications allowing for hyperlocal targeting getting greater participation from channel partners and more overall brand interaction.

Smarter and more frequent mobile moments. As a result of the “in the moment” consumer, brands will have the quick, yet highly effective opportunity to engage with their ideal consumer.

I see a lot more focus on interactive content early in 2016. To break free from the content marketing noise, marketers will have to add interactive mechanisms to their campaigns.

Power-users will enhance the message quality to communicate within the context of the tech. Not just images & words on a screen, but messages that connect with the individual.


MarTech is shifting from relying on traditional, sales-focused CRM systems to customer marketing platform technology specifically engineered to solve marketing’s increasingly complex cross-channel customer intelligence and engagement challenges.

Legitimacy in ad delivery. The solution needs to be innovation, not regulation. Ad blockers are a consumer-driven response to overly aggressive advertising and a change in people’s behavior.

The primary change I see in MarTech is an even faster expansion in the number of tools available for companies to leverage, which will require outside expertise to best align needs with solution capabilities.

In Q1 2016, the MRC will publish its final recommendations on Mobile Viewable Impression Measurement, making mobile metrics more transparent and revolutionizing how mobile campaign results are tracked & reported.

Multi-touch attribution will remove the distinction between brand performance and brand engagement. It will just be the advertising effectiveness of prospecting activity versus personalized remarketing (note that it’s not ‘retargeting’).

2016 will be the year for dropping technology. People are starting to pay more attention to the performance versus making sure they have every tool in the tech stack.

In 2016, we’ll see more small business capable of tailoring ads to specific devices, the way larger players have been doing for years.

Brands will increasingly integrate sponsored content via micro videos on social platforms and live-streaming through Periscope and other tools into their marketing strategy and storytelling.

Chat applications (line, kik etc) will open up app access creating huge opportunities for additional customer communication channels. Affordable virtual reality devices and content will see the addition of a new advertising channel.

Marketing will become more data-driven. Hyper-personalisation will effectively help more innovative businesses to deliver the right offers to the right customers at the right time with the right channel.

Viewability will become a primary focus for new marketing tech and performance will be one of the major factors to analyse.

Code! The main change will be for Marketing departments to not only analyse data, but also to be able to write the queries to gather it initially.

This year will see dozens of small providers popping up with technology/ algorithms to use the massive amount of available data and automation in assessing and acquiring marketing opportunities.

Businesses will start investing in developing products which fully satisfy customer demands and expectations – differentiation will be a key in very competitive and highly saturated markets.

I see content marketing research tools revolutionizing the way marketers approach outreach by impacting the management of ideas, analytics, and ongoing campaigns.

Companies that are able to use data and insights to deliver relevant content and a superior customer experience will positively differentiate their brand and surpass the competition.

More use of predictive analytics to help me better allocate my marketing budget.

Content Shock will become more clear: too much content competing for the same limited attention. People will be forced to rethink Content Marketing along with dedicated content promotion.

Content and ads customized for mobile platforms are our new marketing focus. Customers need to see products and services on the go. They don’t have all day to sit at a desk in front of a computer.

One aspect that will definitely change is that more sponsored content will appear. With ad blockers getting better and better, companies are looking for new ways to connect with customers.

Account Based Marketing and Predictive Analytics will join Marketing Automation and CRM as pillars of the standard toolkit for marketers.

I believe SnapChat is going to blow up beyond believe. The platform has finally ‘aged up’ and is catering to an older demographic than a year or two ago. This is where consumers’ eyes are and therefore different media providers will be flocking.

We’re going to see more direct loops between physical interactions with products and how they lead to online sales. This will be driven by beacons.

Hyper-local search. It’s not going to be enough to be the #1 ranked site in a town or city – you’ll have to to be #1 within walking distance.