By Sudipto Ghosh
The Biggest Disruptions in Marketing Technology You Should Be Expecting This Year
Speaking to top marketing leaders in the industry led us to believe that the buzzing ecosystem of marketing technologies would have more disruptions in 2018 than ever before. Most disruptions in marketing technology are likely to shape the way marketers use automation, programmatic systems, and AI/ML capabilities for account-based targeting, customer experience management, and content marketing.
Henry Bruce, SVP of Marketing, Contently, said, “There are plenty of opportunities for marketing leaders who take content transformation seriously. According to the CMO Council, ‘32 percent of a B2C organization’s budget and 28 percent of a B2B organization’s budget is spent on content’–suffice it to say, improving the efficiency and performance of content has the potential to drive significant business results. To accomplish this, senior marketers need to holistically rethink the strategy, process, and technology behind how they create content and adapt them for an always-on, digital world where audiences are increasingly dispersed across an array of disparate channels.”
According to Scott Litman, Managing Partner and Co-founder of Equals3, Content Marketing and Marketing Automation will “get married” this year!
Scott said, “Marketers have been on an ongoing journey for years to deliver better 1:1 messages. They have invested in infrastructure, they have built the journeys and simultaneously, the area of content marketing has been an area of ongoing growth and investment. But, too often, these simultaneous areas of growth have been independent of one another. The thing is, marketing automation’s ability to deliver 1:1 is constantly limited by the quality of appropriate content that matches the needs of the “1.” With content marketing and marketing automation both being top trends, this is or at least should be, the year that they truly get wedded. Businesses that embrace this will get significant performance gains versus those that do not.”
