Feature
SAN FRANCISCO - MarTech: The Marketing Tech Conference kicks off here today with company executives, analysts, marketing technologists, data scientists, digital strategists and marketers of all stripes jockeying for attention during one of the industry’s key annual events.
As someone who has received a superabundance of pitches for the next great solution to perplexing marketing technology problems, it’s clear there won’t be any shortage of new ideas and products to explore.
But underneath the bluster are some interesting takeaways. And they underscore how this relatively new field is evolving and what you need to know about.
More than ever, marketing technology is evolving at a blistering pace, with analytics and big data collectively parsing customer data for insights that were unimaginable not long ago.
An Intersection of Skills
When you browse through the conference agenda, it’s easy to see a theme arise: successful marketing tech is the culmination of getting attention and smart use technology.
There’s a lot to be found about the convergence of various types of software, ways to use marketing for rapid growth, and the potential of large-scale data analysis and machine intelligence to enrich one’s marketing tech strategy.
To get a clearer picture about who is coming, MarTech offered the following details about the 2,000 attendees who will be at the event:
- 85 percent are marketing technology purchase “decision makers”
- 63 percent are executive, marketing or IT management
- 32 percent are from companies with revenue of more than $500 million
- 63 percent are from companies with revenue of more than $25 million
It will be worth noting if the strategies are consistent for all type and size of companies, or if there are more specific use cases and recommendations based upon the industry that marketers are trying to master.
Learning Opportunities
Webinar
Jun
6
The Future of Social Media: Emerging Trends and How to Stay Ahead of the Curve
The impact of emerging technologies like AI on social media
Webinar
Jun
7
The Building Blocks of Personalization
This webinar will explore how personalization can create powerful ecommerce shopping experience.
Webinar
Jun
8
Attracting—and Keeping—Your High-Net-Worth Investors
Join PwC to dissect their recent survey findings on a specific customer subset — high-net-worth investors.
Webinar
Jun
13
The Future of Contact Centers with AI at the Helm
Learn how to balance human intuition and interaction with the potential uses of AI to create delightful and lasting CX
Webinar
Jun
20
3 Steps to Unlock Your Customer Data and Drive Revenue
Discover how Twilio Segment’s #1 Customer Data Platform helps implement data-driven strategies.
Webinar
On demand
AI for Marketers: Optimize Personalization Across the Funnel
Understand the benefits of utilizing AI across your entire marketing stack
#MarTech exhibitor @yespathSF analyzed MarTech attendees. Email marketing out of favor? https://t.co/I81GcHLBbK pic.twitter.com/kACnxQ2cfh
— MarTech Conference (@MarTechConf) March 20, 2016
Emerging Technology
Scott BrinkerBrinker contends the crux of effective marketing is mastering how to cut through the digital noise with current technologies and staying agile to what is constantly evolving. Expect these themes to permeate much of what presenters and vendors will be pitching to the attendees.
There are several references to automation and machine learning, which companies are trying to use more frequently to get actionable insights about products and customer behavior. Such techniques have changed quickly, so recent tips from other marketing tech solutions or proponents may already need to be updated.
The look to the future includes questions about how Internet of Things technologies may reshape marketing and what steps need to be taken in order to secure one’s digital platforms. MarTech promises to be a dizzying ideafest from start to finish, and CMSWire will be covering the conference today and tomorrow. Be sure to follow us on Twitter for repeated updates and more detailed analysis throughout the week.
Title image by Ian Schneider
