RANSOMWARE TRACKING MAPS

Recent problems experienced with Ransomware are evident from infections, which have occurred in 99 countries including China and Russia. The organization that was worst hit by the attack was the National Health Service in England. It was reported that there was a WannaCry programme that demanded...

Progressions and Predictions of Marketing Technology

Predictions of Marketing Technology

In Gartner’s 2015 Data-Driven Marketing Survey we saw three new technologies entering the hype cycle, Predictive B2B Marketing, Ad Blocking, and Mobile Wallet. Further, the 2016 Hype Cycle for Digital Marketing and Advertising suggested that the combination of four key data-centric marketing driving forces including personalization, real-time marketing systems, the employment of contextual clues, and the convergence of Martech and Adtech would lead to more appropriate uses of IoT devices and analytics, and machine learning and personalization bolstering data-centric marketing tactics. As Gartner’s 2016-2017 Chief Marketing Officer (CMO) Spend Survey predicts higher marketing budgets in 2017, one wonders what marketing technology holds for us in the year to come.

Early Adopters

ws_martech_leverage-stackIn the second annual State of Marketing Technology report from Walker Sands, it’s suggested that marketers are becoming more comfortable with the ever increasing variety of tools at their disposal, many adopting martech devices more quickly. Unfortunately, more than half of today’s marketers aren’t managing to keep up with these changes. Though many marketers are seen jumping in with both feet, taking advantage of what one expert summed a landscape of nearly 4,000 solutions, just as many others are entirely overwhelmed by the new technology and requirements of the evolving digital marketing space. Surprisingly, this tremendous array of tools has not led the majority of companies to seek a single vendor for their marketing cloud, a solution which might offer greater ease of use and comfort. Instead, the majority of organizations both large and small are focusing on the integration of best-of-breed architecture to provide the best solution for each requirement, no matter the mix required.

Integration and Best-of-Breed

Along with the data suggesting best-of-breed architecture leads in martech selections, Walker Sands’ study finds that integrated best-of-breed marketing technology is the most popular and the majority of respondents believe their companies are well able to leverage the power of integrated best-of-breed tools. But fragmented best-of-breed stacks shouldn’t be disqualified just yet; currently, 21% of participants indicated use – just 6% less than those using integrated best-of-breed stacks. In fact, integration didn’t rank particularly high when respondents were asked what would better help them leverage the full power of their current marketing technology stack; instead 39% of respondents submitted that better strategy was key to this improved leveraging, and improved analytics and more training also ranked high on the list of ‘keys to fully leveraging martech stack.’

Virtual & Augmented Reality

Both virtual reality (VR) and augmented reality (AR) have recently been moving toward the mainstream with a range of industries developing methods to incorporate the once ‘science fiction’ tech. The advertising and marketing industries are no different. According to the IDC’s annual tech projections, “in 2017, 30% of consumer-facing Global 2000 companies will experiment with AR/VR as part of their marketing efforts.” As marketers recognize the value of interfaces for direct customer engagement, this evolution is occurring faster than expected and the IDC expects virtual and augmented reality adoption to reach mass levels by 2021. In just five years it’s projected that over a billion people globally will regularly use a virtual or augmented reality platform to access data, content, and apps.

It appears that, despite martech concerns such as ad-blocking tools and the effectiveness of some of the digital marketing and advertising tools, the role of digital marketing advertising moves from strength to strength and the plans for spend in this area remain high. A shift of offline media spending to digital channels is also being noted, suggesting that in years to come some of the better digital marketing tools we’re just coming to grips with today will hold an important position in the martech stack. 2017 will probably only see the foundations of a few of these innovations.

By Jennifer Klostermann

About Jennifer Klostermann

Jennifer Klostermann is an experienced writer with a Bachelor of Arts degree majoring in writing and performance arts. She has studied further in both the design and mechanical engineering fields, and worked in a variety of areas including market research, business and IT management, and engineering. An avid technophile, Jen is intrigued by all the latest innovations and trending advances, and is happiest immersed in technology.

SYNDICATED NEWS SOURCES

(ISC)2 and Cloud Security Alliance Host Cloud Security Summit to Help Cybersecurity Pros Securely Harness Cloud Technologies

By CloudBuzz | September 22, 2017

(ISC)2 and Cloud Security Alliance Host Cloud Security Summit Research cites strengthening of cloud security skills top priority over next three years CLEARWATER, Fla. ,Sept. 22, 2017 /PRNewswire-USNewswire/ — (ISC)² today announced it’s partnering with the Cloud Security Alliance (CSA) for the CSA…

Exclusive: T-Mobile, Sprint close to agreeing deal terms – Sources

By CloudBuzz | September 22, 2017

(Reuters) – T-Mobile US Inc (TMUS.O) is close to agreeing tentative terms on a deal to merge with peer Sprint Corp (S.N), people familiar with the matter said, a major breakthrough in efforts to merge the third and fourth largest…

Hack of U.S. securities regulator rattles investors, stirs doubts

By CloudBuzz | September 21, 2017

WASHINGTON/NEW YORK (Reuters) – Wall Street’s top regulator faced questions on Thursday about its defenses against cyber criminals after admitting hackers breached its electronic database of corporate announcements and may have used it for insider trading. The incursion at the…

Leaking Cloud Databases and Servers Expose Over 1 Billion Records

By CloudBuzz | September 21, 2017

Servers Expose Over 1 Billion Records As The Wall Street Journal recently pointed out, some clients of cloud service providers such as Amazon and Microsoft are accidentally leaving their cloud databases exposed due to misconfigurations of their services. Coupled with recent headline-making…

Thales Joins the Microsoft Enterprise Cloud Alliance

By CloudBuzz | September 21, 2017

SAN JOSE, Calif., Sept. 21, 2017 /PRNewswire/ — Thales, a leader in critical information systems, cybersecurity and data security, is now a member of the Microsoft Enterprise Cloud Alliance (ECA). Designed to foster innovation and promote awareness of partner solutions, the ECA membership…

Addressing the UK NCSC’s Cloud Security Principles

By CloudBuzz | September 20, 2017

As your organization adopts more cloud services, it’s essential to get a clear picture of how sensitive data will be protected. Many authorities, from government regulators, to industry standards bodies and consortia, have provided guidance on how to evaluate cloud…