Six Unstoppable Disruptions in Marketing Technology

Author: Sudipto Ghosh / Source: MarTechSeries

The Biggest Disruptions in Marketing Technology You Should Be Expecting This Year

Speaking to top marketing leaders in the industry led us to believe that the buzzing ecosystem of marketing technologies would have more disruptions in 2018 than ever before. Most disruptions in marketing technology are likely to shape the way marketers use automation, programmatic systems, and AI/ML capabilities for account-based targeting, customer experience management, and content marketing.

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For this part of our Predictions Series 2018, we spoke to the senior executives at leading martech companies — Amobee, Adobe, Epsilon, Contently, Thunder, and Indicative.

Brand Safety and Measurability Keys to Achieve Hyper-Growth in Connected TV and Digital OOH Experiences

Katie Ford, Chief Client Officer at Amobee, said, “We will see the industry continue to advance to a state where all media becomes programmable, driven by marketer’s demand to better understand data and metrics, and desire for increasing the control over their media investments. The innovations and possibilities surrounding advanced TV and digital-out-of-home are particularly exciting. Transparency and brand safety will continue to remain key priorities in the industry.”

Katie added, “Brands and agencies are seeking a full picture and the ability to derive actionable, data-driven insights for their brand and customers. Marketers want the ability to create smarter connections leveraging data across walled gardens to fuel omnichannel engagement. The ad tech players best suited to provide this type of programmatic buying are going to win the day in 2018 and beyond.”

Identity Management: An IT Problem Set to Rock the Marketer’s Boat

According to Kevin Mabley, SVP of Epsilon’s Strategic Consulting Group, Identity Management would serve a bigger challenge to IT teams as well as the marketing groups. In 2018, CEOs and CMOs would have to take on the mantle of the Chief Customer Officer, owning accountability of customer data is managed across the value chain.

Kevin Mabley said, “Customer data is a critical component to delivering the brand experiences customers expect today and in turn, marketing is increasingly becoming responsible for collecting, managing and securing that data. As a result, many of the implications and purchase decisions around marketing technology will start with requirements coming from the CMO, rather than from the back office.”

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So, how would Identity Management become a marketer’s problem in 2018?

Kevin explained, “Across all devices and channels, consumers have one identity. It is up to marketing organizations to make sure individual customer profiles are as complete as possible so brands can reach those consumers with the right content at moments of interest.”

Kevin added, “A unified system for managing customers as individuals, across devices, and over time, is the next step in the evolution of marketing technology. And it’s critical marketer’s own this issue to ensure their identity management solution provides the granularity, accuracy and persistent connectivity required to see ROI on their marketing spend. Today we think about systems and infrastructure to support transactions and inventory, tomorrow we will use back-end transactions as profiles that can be used to enrich our front-end customer experiences.”

Moving towards how Identity Management can offer simplify the customer experience, Kevin said, “According to recent Epsilon research, consumers who believe companies are doing well on offering personalized experiences shop more than three times more frequently. Marketers no longer need to make the business case for personalization, there is no doubt it has a revenue impact. Instead, 2018 will be about making attribution more accurate through machine learning and identity management to fuel better marketing investment decisions.”

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