© 2015 eMarketer Inc.

For more information on this subject, see the related report at

Marketing Technology:Nine Important Trends for Brands and Agencies in 2015

Bryan YeagerAnalyst

March 4, 2015

http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001531

© 2015 eMarketer Inc.

Marketing technology is evolving from specialty practice to strategic competency

Marketing operations and technology is a top focus area in 2015 for marketing executives around the world

© 2015 eMarketer Inc.

The marketing technology landscape is vast and growing

© 2015 eMarketer Inc.

Marketers are becoming smarter technology buyers and implementers

“We have become good at managing a portfolio of vendors, as well as becoming more experimental. … The way modern companies are going to evolve with respect to marketing technology is by not overthinking big technology investments.”

—Rishi Dave, CMO, Dun & Bradstreet

“We have become good at managing a portfolio of vendors, as well as becoming more experimental. … The way modern companies are going to evolve with respect to marketing technology is by not overthinking big technology investments.”

—Rishi Dave, CMO, Dun & Bradstreet

© 2015 eMarketer Inc.

Agility, integration drawing marketers to the cloud Integration is top of mind

for marketing tech buyers

Minimal infrastructure requirements, faster time to market, ability to experiment and scalability are cloud characteristics attractive to marketers

© 2015 eMarketer Inc.

CMOs partnering with CIOs for better outcomes

“Last year was a real turning point for a lot of organizations. They recognized that marketing technology capabilities are: A) the future of marketing, and B) the future of IT.”

—Scott Brinker, author, Chief Marketing Technologist Blog

“Last year was a real turning point for a lot of organizations. They recognized that marketing technology capabilities are: A) the future of marketing, and B) the future of IT.”

—Scott Brinker, author, Chief Marketing Technologist Blog

“The CMO is at the table making marketing technology decisions. But the big decisions are often done in partnership with the CIO.”

—Sheldon Monteiro, CTO, SapientNitro

“The CMO is at the table making marketing technology decisions. But the big decisions are often done in partnership with the CIO.”

—Sheldon Monteiro, CTO, SapientNitro

© 2015 eMarketer Inc.

Data-related tech investments targeted for 2015

© 2015 eMarketer Inc.

Marketers are attracted to the “marketing cloud” vision

“Who wouldn’t want the ease of having everything in one place and be able to look at your customer holistically? There is an inherent value for the marketer—and one might say the consumer—in having everything in one platform.”

—Adam Broitman, vice president, global digital marketing, MasterCard

“Who wouldn’t want the ease of having everything in one place and be able to look at your customer holistically? There is an inherent value for the marketer—and one might say the consumer—in having everything in one platform.”

—Adam Broitman, vice president, global digital marketing, MasterCard

© 2015 eMarketer Inc.

Skepticism that one provider can do it all

Marketers and agencies are split on their preference for “integrated” or “independent” solutions

© 2015 eMarketer Inc.

Brands turn to agencies for tech-driven solutions

© 2015 eMarketer Inc.

Brands turn to agencies for tech-driven solutions

“You want to be able to know the software better than your competitors so you can do innovative things that nobody else is doing. And you can only do that with a tight partnership, because [then] you start to take risks and chances. At that point it’s all about working well together.”

—Ray Velez, global CTO, Razorfish

“You want to be able to know the software better than your competitors so you can do innovative things that nobody else is doing. And you can only do that with a tight partnership, because [then] you start to take risks and chances. At that point it’s all about working well together.”

—Ray Velez, global CTO, Razorfish