MarTech: The Drum Breakfast Briefing; The future of marketing technology
On 13th July at the Drums London office I joined a bacon fuel breakfast seminar on the future of marketing technology. Hosted by The Drum MD, Andy Oakes, the focus was the changing landscape of the MarTech sector.
Image source: chiefmartec
The briefing followed on from a piece the Drum has written on the developments in the sector. The article looks at the entrance of Salesforce into the space with the acquisition of the DemandWare, creating Salesforce Commerce Cloud. Plus, Googles new Data Management Platform (DMP).
Combine those with Marketos sale to Vista Equity Partners, the amount of consolidation and M&A activity in the sector is at an all-time high. Well established brands are consolidating there offerings and creating all-singing, all-dancing MarTech stacks.
You only have to look at chiefmartec’s Marketing Technology Landscape supergraphic to see the process of the sector. The 2016 version contains 3500 companies, up from a mere 150 in 2011.
History of the Marketing Technology Landscape supergraphic:
2011 - 150
2012 - 350
2014 - 1000
2015 - 2000
Perhaps 2017 will be dominated by some household names?
Joining Andy Oakes was a panel of:
- Andrew Howe – Teradata
- Andy Hobsbawm – Evrythng
- Frank Kelcz – Collider
Each provided a great view on their thoughts on where the sector is heading and how companies will need to adapt to changes brought about by things like the entrance of superbrands into the space. Andrew from a Sales point of view, Andy from Marketing and Frank as an investor.
Some sound bites from the day:
Great advice from Teradata:
Selecting tech vendors is like interviewing for your team. Both skills & #martech features have to match @thedrum #drumbreakfast
— Holly Mander (@MissDemander) July 13, 2016
Procurement will be a key part of the buying process of a MarTech stack:
Talking marketing stack at #drumbreakfast. Procurement have a roll to play pic.twitter.com/irX7hVMnmW
— Giles Shorthouse (@GilesS) July 13, 2016
The Pros and Cons of the emergence of Google into the DMP space:
. @teradata‘s Andrew Howe on the emergence of Google in the MarTech space#DrumBreakfast pic.twitter.com/HsMP2UUWba
— The Drum Live Events (@DrumLiveEvents) July 13, 2016
What role agencies have to play in this developing world:
“A role of agencies is to help companies navigate the complexity of the digital landscape” #DrumBreakfast #MarTech pic.twitter.com/S0RgJczyQi — TimParfitt (@TimParfitt) July 13, 2016
Some things to consider:
- With so much data being collected, can marketers make the most of it?
- Can one vendor be all things to all men?
- Is the merging of #AdTech & #MarTech inevitable?
