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The majority of senior martech leaders also own these responsibilities: Architect the overall marketing stack of all marketing technology products (69%) Monitor the performance and other SLAs of marketing technology products (56%) Integrate marketing technology products with non-marketing systems (58%) Perform technical reviews of marketing technology products (56%) Identify and sundown outdated or unused marketing technology products (59%) Identify and consolidate multiple instances of same or similar marketing technology products (56%)

Now every marketer is an app developer — even if they don’t know it. Marketers are tailoring marketing technology for their specific workflows and customer experiences, but they’re not explicitly doing “software development” with programming languages like Python or Javascript.

Marketing will no longer be just about acquisition: Loyalty and customer acquisition will still be the top two strategic programs for marketing organizations, but by 2020 they are separated from pioneering new and emerging technologies to engage audiences by only 1.6 percent.

Innovation will focus on small screens and no screens: Mobile devices and networks (59%), personalization technologies (45%), and IoT (39%) are the three technology-specific trends that will have the biggest impact on marketing organizations by 2020.

Raising customer loyalty and better brand perception are the two top benefits (both 53%) marketers aim to realize through a more positive customer experience.

Approximately two-thirds of the marketers indicate they will outsource one or more projects involving content creation, creative development, ad unit creation and online production/services.

Event spending will rise sharply as 70% of respondents plan on increases for 2012 with a significant shift to small/local roundtable programs and virtual events.

An amazing 95% of the respondents watch tech videos and three-quarters of them share or post video.  What respondents look for in video varies from one region to another with in-depth product reviews and how-to videos being of most interest.  Most people said they watch on their computers with the majority of viewings after business hours and on weekends.

Tech is changing consumer behavior dramatically — The methods of product discovery, acquisition, and delivery have been revolutionized. Hyper-empowered consumers are less loyal, more informed, and less trusting of companies and brands than any other time in history. But many companies have not reacted to this reality.

Competing effectively now and in the future will be less dependent on the classic “Four P’s of marketing” and more aligned with an ability to be nimble and adjust, adjust, adjust. This should be the most urgent priority at every company, but it’s just not happening in most places I encounter in my journeys.

on the TV front – we work with connected TV ecosystem companies like Shazam, Cisco, and others that are building Automatic Content Recognition (ACR) into HD and 4K displays. In the increasing model of TV/mobile co-viewing/browsing, a sponsor could deliver a message that is first seen on the TV but is also sync’d to become a Call-To-Action (CTA) on the mobile device of the viewer.  And as the ad will know the location of the user, they could tailor the message to direct the customer to the nearest retail location of the brand advertiser.”

In 2011 we worked with Fox TV and our member company Loopt on the show 'Bob’s Burgers.' They approached us with an LBM idea –they wanted to build a fanbase as the show was just starting.  So, we partnered with the California-based chain Fatburger in 64 locations to rebrand them as Bob’s Burgers.  On one of the episodes, one of the animated characters checked-in on their mobile device.  We’re also worked with Bravo on shows like Real Housewives and Top Chef – to drive viewers to real-world retail locations that the characters on the show frequent.”

Let’s take a big retailer like The GAP – they spend $$$ on great TV ads with great music.   Instead of The GAP saying 'Check in on Foursquare today at the GAP and save 20% on a pair of jeans'  – essentially giving their margin away, wouldn’t it be better if I could say 'Hey, you know that great commercial you saw that got you into the store? Let me give you a free copy of that song as a download right now.'  So we’re seeing a shift from just discounts and coupons and moving toward an exchange of valuable content.  The producers and broadcasters of that content have a huge opportunity to participate in that.”

Regarding the potential for backlash against location-based marketing, Khan is optimistic:  “The way we look at it is, if you can demonstrate real value and relevance to an individual user, they will be willing to share their location data. It’s almost a mathematical equation.  You have to articulate opportunities around the value exchange.   Four years ago, the stats for Foursquare showed that more than 82% of the location data (check-ins) were driven by men.

Admissions officers are desperate to make the most of social media as a recruiting tool. “One of the things we constantly talk about in our marketing department is, How do we utilize these tools where students spend so much of their time in the admission process?”

Some want to reach new students; others want to change a narrative about their school, Freeman says, using microinfluencers on campus to promote academics, say, rather than the partying scene. Others, like UC Berkeley, harness alumni influencers to help raise money.

The most successful college-aged influencers seem underwhelmed by universities’ offerings—educational and financial both. Markian is a college dropout. “I took a marketing class in 2017 and it didn’t touch anything even related to social media,” he says. “There’s no question that college is unnecessary. I dropped out because it was hindering my business.”

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