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Marketing Technology Landscape Supergraphic (2014) - Chief Marketing Technologist | #TheMarketingTechAlert

Marketing Technology Landscape Supergraphic (2014) - Chief Marketing Technologist | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Condensed...


Six classes of marketing technology seemed to logically fit together into a semblance of meaningful structure:

-- >  Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment.

-- >  Infrastructure such as databases, big data management, cloud computing, and software development tools.

-- >  Marketing Backbone Platforms such as CRM, marketing automation, WCM, and e-commerce engines.

-- >  Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.

-- >  Marketing Experiences — more specialized technologies that directly affect prospects and customers across their lifecycle, such as advertising, email, social media, SEO, content marketing, A/B testing, etc.

-- >  Marketing Apps — the “front-office” of modern marketing.

-- >  Marketing Operations — the tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management.

 

Here’s the highlight reel of what [the author] found most interesting while working on this:

1. Marketing Backbone Platforms and Marketing Middleware. Platforms are software that every marketer needs — a CRM, a core web content/experience system, and at least basic marketing automation (i.e., campaigns and customer journey management). Middleware is the “software glue” that makes it even easier for multiple, different products to work together. Combined, these platforms and marketing middleware make it increasingly manageable to orchestrate diverse marketing software products into a cohesive stack. Each business will be better able to tailor a marketing technology portfolio that best serves their mission.

 

2. The Emergence of the Marketing Apps Category. I believe there’s a new category of marketing software that’s emerging for marketing apps. These products let marketers produce interactive experiences, rather than static content, to engage their audience.

 

3. Consolidation and Diversification in Marketing Automation. The second largest category of products in this landscape is marketing automation/integrated marketing platforms, with 51 different vendors. Many of these are new ventures or expansions of vendors from other categories (especially email marketing). And there are undoubtedly more that I inadvertently overlooked (my apologies). It’s a big category.

 

4. “Ad Tech” in the Minority in the Marketing Technology Landscape. There’s still no denying that the vast majority of marketing technology innovation is happening outside the context of advertising. This is indicative of — and directly enabling — the seismic shift of marketing away from advertising to experience-driven marketing.

 

5. A Rich Collection of Agile Marketing Tools. Finally, I’m excited by the wonderful set of agile management tools that are available today. Granted, most of these were not designed specifically with marketing in mind. But the ones I selected here can work beautifully in supporting agile marketing. More generally, the growth and innovation with these products speaks to the increasing traction that agile and lean management philosophies are gaining across more and more organizations.

 

___________________________________

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marketingIO's insight:

And now we have an improvement over the Gartner Transit Map and the marketing technology LUMAscape.

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Romain MAZUIR's curator insight, December 15, 2014 4:33 PM

What an impressive infographic ! I mean Supergraphic

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Your Must-Read MarTech Digest™, for Friday, 2/24/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 2/24/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Two days of articles: sorry about that. I skipped a day as I had to get a client deliverable out the door.

 

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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4 must-have skills for marketers as AI's role grows - MarketingDive

4 must-have skills for marketers as AI's role grows - MarketingDive | The MarTech Digest | Scoop.it
Data literacy

Staying nimble

Architecting systems

Keeping it real
marketingIO's insight:

Analytics!!

 

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How To Quickly Turn Your Blog Into A Top Industry Resource - Forbes

How To Quickly Turn Your Blog Into A Top Industry Resource - Forbes | The MarTech Digest | Scoop.it
1. Be different.

2. Build influencer relationships.

If you don’t have enough traffic or your content isn’t getting the attention you want, find influencers that have access to your target audience and build relationships with them. One way you can do so is on GroupHigh. 

3. Create valuable content consistently.

4. Promote your content.

5. Write a guest post. 

6. Take advantage of marketing tech.

By leveraging the right tools, you’ll be able to effectively create, optimize distribute and promote your content, as well as analyze the results of your content marketing program. 
marketingIO's insight:

GroupHigh: make a note of it.

 

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6 Zapier Hacks for Content Marketers - Influence & Co.

6 Zapier Hacks for Content Marketers - Influence & Co. | The MarTech Digest | Scoop.it
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Adobe, Oracle, Salesforce, Marketo are martech hub leaders: Gartner - Which-50

Adobe, Oracle, Salesforce, Marketo are martech hub leaders: Gartner - Which-50 | The MarTech Digest | Scoop.it
marketingIO's insight:

In case you missed it earlier...

 

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Hootsuite Acquires Social Media Analytics Provider LiftMetrix - CMSwire

Hootsuite Acquires Social Media Analytics Provider LiftMetrix - CMSwire | The MarTech Digest | Scoop.it
Hootsuite today announced its second acquisition in less than a month. The Vancouver, British Columbia-based social media management provider acquired LiftMetrix, a social analytics vendor.

The company said the acquisition complements Hootsuite Analytics, its existing social media metrics dashboard, and Hootsuite Insights, the social listening platform it built on technology it acquired from uberVu in 2014.
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Global Marketing Cloud Platform Market 2017-2021

Global Marketing Cloud Platform Market 2017-2021 | The MarTech Digest | Scoop.it
Technavio's analysts forecast the global marketing cloud platform market to grow at a CAGR of 9.03% during the period 2017-2021.
marketingIO's insight:

That's about right.

 

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B2B Marketing Automation Platforms: A Marketer's Guide

B2B Marketing Automation Platforms: A Marketer's Guide | The MarTech Digest | Scoop.it
Vendors profiled in this report:  
  • Act-On Software
  • Adobe Campaign
  • AutopilotHQ
  • eTrigue
  • HubSpot
  • IBM Marketing Cloud
  • Infusionsoft
  • Kahuna
  • Mapp Digital
  • Marketo
  • Oracle Eloqua
  • Salesforce Pardot
  • Salesfusion
  • SharpSpring
marketingIO's insight:

Excellent data.
 
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How B2B Tech Buyers Evaluate Vendors: Most Valued and Trusted Information Types

How B2B Tech Buyers Evaluate Vendors: Most Valued and Trusted Information Types | The MarTech Digest | Scoop.it
When evaluating B2B tech products or services, technology buyers value hands-on experiences, such as free trials, over marketing collateral from vendors. See this research summary for details.
marketingIO's insight:

Excellent data.

 

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3 ‘Spammy’ Website Tricks that Can Double Your Conversions - Kissmetrics

3 ‘Spammy’ Website Tricks that Can Double Your Conversions - Kissmetrics | The MarTech Digest | Scoop.it
Spammy Tactic #1. Countdown Timers
Spammy Tactic #2. Autopilot Webinars
Spammy Tactic #3. Overlays
marketingIO's insight:

Exercise with caution.

 

The article is a step-by-step tutorial on how to build and manage these personas.
 
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How to Drive Product Growth with Behavioral Personas - ConversionXL

How to Drive Product Growth with Behavioral Personas - ConversionXL | The MarTech Digest | Scoop.it
The primary route we use to make sense of user behavior is behavioral personas. You may be familiar with cohorts based on things like date—all those users who signed up in January 2017, for instance. A behavioral persona is similar, but segments users out by patterns in how they use a product.

If you were analyzing a Gmail extension that checks the spelling and grammar of all a user’s emails, then you could imagine a few simple behavioral personas relating to usage right away:

  • High-volume emailers: users who process many more emails than the median user
  • Low-volume emailers: users who process fewer emails than the median user
You could expand this out to include people who write their emails very quickly, those who spend more time on them, the degree of broadness of the networks people have (whether they email many different people or just a few), and so on—behavioral personas are a very flexible tool.
marketingIO's insight:

The article is a step-by-step tutorial on how to build and manage these personas.

 

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You don’t need a “Growth Hacker,” just a data-driven marketer | ClickZ

You don’t need a “Growth Hacker,” just a data-driven marketer | ClickZ | The MarTech Digest | Scoop.it
You’ll quickly see growth hackers are simply marketers by another word – as the intended goals are in alignment with traditional marketing. For example, using digital channels to improve performance metrics is the domain of marketers of all types. Even the ones with boring titles.

If it’s not already obvious by now, I’m not a huge fan of the phrase ‘growth hacking’ or the job title of growth hacker. The simple reason is, it’s not needed. It’s redundant and unnecessarily distracting. It isn’t that actual growth hacking tactics might not work, or don’t belong within the tactical mix of your marketing. It’s that they likely already are there.

Consummate marketers use data to A/B test effectively, conjure creative ways to acquire users organically, optimize the reach of their content, etc – things growth hackers pride themselves on. So, it’s not that what growth hackers are doing is “wrong”, it’s just that things like data fluency are table stakes for all marketers.
marketingIO's insight:

A rose by any other name...

 

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CRM managers don't believe they're generating revenue - ITProPortal

CRM managers don't believe they're generating revenue - ITProPortal | The MarTech Digest | Scoop.it
Less than a fifth (17 per cent) of customer relationship managers believe their CRM is generating revenue. This is according to a new report by marketing technology company Wiraya, based on a poll of 500 CRM managers. 

Despite not having a great image, CRM is still perceived as a key business driver in a third of businesses. The problems, according to the report, lie in the fact that many lack a clear direction and customer insight to support their goals. Without these things, it’s hard to create direct business profitability. 
marketingIO's insight:

Oy...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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How to Use Blockchain Technology to Retain More Customers - CMSwire

How to Use Blockchain Technology to Retain More Customers - CMSwire | The MarTech Digest | Scoop.it
Using blockchain technology allows businesses to operate and set up a Customer Retention-as-a-Service network. Because the data cannot be changed or deleted, the trail or chain is permanent and public.

Take Incent, a loyalty software built using blockchain, as an example. Incent uses blockchain technology to create tokens that all the merchants who use their network can use.

Merchants can then offer these tokens to their customers as rewards. The token exchange happens instantaneously. The tokens can be accessed through either the customer's mobile phone or web browser. Because of this omnichannel experience, users can transfer, sell or exchanging their tokens on open marketplaces for other loyalty tokens of fiat money.
marketingIO's insight:

A GREAT example. So how would you like to use it?

 

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What Is Agile Marketing? [A Glossary of Terms] - Marketing Insider Group

What Is Agile Marketing? [A Glossary of Terms] - Marketing Insider Group | The MarTech Digest | Scoop.it
marketingIO's insight:

A good glossary, like this one, is as good as a primer.

 

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How Many Marketing Tech Solutions Do US Executives Use? - eMarketer

How Many Marketing Tech Solutions Do US Executives Use? - eMarketer | The MarTech Digest | Scoop.it
Seven percent use more than 20 marketing technologies
marketingIO's insight:

Betcha is much higher...the stuff just creeps in under the door without you noticing.

 

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The Technology Challenges Holding Marketers Back from Single Customer View - eMarketer

The Technology Challenges Holding Marketers Back from Single Customer View - eMarketer | The MarTech Digest | Scoop.it
eMarketer: How close are marketers to getting a single customer view?

Brown: Marketers who have invested in operations like CRM [customer relationship management] or [data management platforms] DMPs feel like they’re further along, and they’re right—they are further along than not having any capability that gives them one unified view of their customers. But we’re a ways out from a world in which we have all the data we need available at any touchpoint, anytime.

The platforms available to help in these regards have come an enormous way over the past five years—the marketing-cloud-type website platforms like Adobe, Oracle and Salesforce; the platforms with that capability for online advertising; and the personalization engines. But the idea that you have one view of the customer and you have all of the data about the customer in one place, and available to all of those platforms simultaneously and in real time, is still far away for most of our clients. Frankly, it’s still a ways out for the technology capabilities that are out there today.
marketingIO's insight:

Not. There. Yet. And it'll be a while because it all depends on people, not tech.

 

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Email automation platform Mailgun spins out of Rackspace, raises $50 million - VentureBeat

Email automation platform Mailgun spins out of Rackspace, raises $50 million - VentureBeat | The MarTech Digest | Scoop.it
Cloud giant Rackspace has revealed that it’s spinning out Mailgun, its email automation platform for developers, as an independent company.

Founded in 2010, Y Combinator graduate Mailgun provides the backend technology that lets third-party developers send, receive, and track emails from within their own applications — it lets them know whether emails have been opened and then measure their impact. Rackspace acquired Mailgun in 2012 and has since offered Mailgun’s APIs as a value-added service alongside its core cloud offering.

The decision to spin Mailgun out comes less than six months after Rackspace itself was subject to a $4.3 billion deal to take the company private, after having traded as a public company since 2008.
marketingIO's insight:

Smart, smart, smart.

 

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600+ Free Email Templates from Email on Acid

600+ Free Email Templates from Email on Acid | The MarTech Digest | Scoop.it
The following sites offer free email templates or template builders to get your next email campaign up and running in no time. 

1. Email on Acid's Responsive Template Library

2. ZURB

3. Campaign Monitor

4. ActiveCampaign

5. 99 Designs

6. Free Email Templates.com

7. Benchmark Email

8. GraphicMail

9. Cerberus
marketingIO's insight:

Outstanding!

 

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LinkedIn Membership Levels: Free vs Premium vs Sales Navigator - Top Dog Social Media

LinkedIn Membership Levels: Free vs Premium vs Sales Navigator - Top Dog Social Media | The MarTech Digest | Scoop.it
LinkedIn is doing the same thing Facebook did years ago when they changed their algorithm for Business Pages making it almost impossible to be seen, that was the start of the Pay to Play model with social media. With all the recent changes at LinkedIn it can be hard to know which plan will work best for you.

For those who are using LinkedIn for lead generation, you will definitely need to alter your social selling strategy unless you decide to invest in Sales Navigator, which will provide all of what you were currently used to having and more.

If you are like many people, considering a paid LinkedIn account may be necessary to achieve those results. It is important to look at the factors that are relevant to your business such as the value of your average sale, the time and resources you have available and budget.
marketingIO's insight:

A very nice comparison: complete, succinct.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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More brands likely to pull back from Facebook after metrics saga warns WPP's Steedman - AdNews

More brands likely to pull back from Facebook after metrics saga warns WPP's Steedman - AdNews | The MarTech Digest | Scoop.it
Facebook is likely to see an ad spend backlash following the false reporting saga and multiple metrics errors, according to WPP AUNZ's John Steedman.

In his market overview as part of WWP AUNZ's full 2016 year results, the former GroupM chairman, turned board director, says those that snare the largest chunk of digital ad spend may experience a slowdown in 2017.

He said concerns over viewability, ad fraud and third-party verification may stall the speed of growth in digital and cause more brands to reduce their digital spend.

“Google and Facebook, as always, have been dominating the digital sector, but that said, Facebook may slow given misreporting issues,” he said.
marketingIO's insight:

Hmmmm....

 

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Account-Based Marketing: Top Tactics, Challenges, and Goals - MarketingProfs

Account-Based Marketing: Top Tactics, Challenges, and Goals - MarketingProfs | The MarTech Digest | Scoop.it
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LinkedIn Ads: How to target your ideal prospect, every time - Marketing Land

LinkedIn Ads: How to target your ideal prospect, every time - Marketing Land | The MarTech Digest | Scoop.it
Whenever considering any potential audience, I think through the following targeting methods:

  • Job Title (usually the easiest)
  • Job Function + Seniority (the broadest)
  • Skills + Seniority (broad + specific)
  • Groups + Seniority (narrowest and most specialized)
Each targeting type is nuanced in its own way, so here are some things to consider about each one:
marketingIO's insight:

Excellent!

 

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6 Google-Approved Tools that Take Your Analytics Data to New Heights - SEMrush

6 Google-Approved Tools that Take Your Analytics Data to New Heights - SEMrush | The MarTech Digest | Scoop.it
1. Leadfeeder reveals the companies that your site's anonymous visitors work for

2. ReportGarden automatically creates PPC performance reports with Google Analytics data

3. KeyMetric Call Analytics merges phone sales conversion data with Google Analytics

4. SkyGlue makes event tracking smarter and easier

5. UserReport supercharges your demographics data with surveys

6. Navegg provides better segmentation for your retargeting campaigns
marketingIO's insight:

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Infographic: B2B E-Commerce's Impact On Manufacturing And Distribution - Manufacturing.net

Infographic: B2B E-Commerce's Impact On Manufacturing And Distribution - Manufacturing.net | The MarTech Digest | Scoop.it
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Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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