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MarTech: The Drum Breakfast Briefing; The future of marketing technology

By Giles Shorthouse on 19th July 2016

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:

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:

Procurement will be a key part of the buying process of a MarTech stack:

The Pros and Cons of the emergence of Google into the DMP space:

What role agencies have to play in this developing world:

Some things to consider:

  1. With so much data being collected, can marketers make the most of it?
  1. Can one vendor be all things to all men?
  1. Is the merging of #AdTech & #MarTech inevitable?
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