Scott Brinker, co-founder and CTO of ION Interactive and author and editor of Chiefmartech.com, has a passion for looking at the changing marketing and technology world, as shared in last week’s post. At a MOCCA (Marketing Operations Cross-Company Alliance) event in New York, Scott shared that, “Marketers are at the most interesting intersection in the world because technology and marketing opportunities are evolving and changing constantly.”
Software affects and influences how we manage the relationships of our customers. “Software is the middleman in digital marketing,” says Brinker. Brinker draws out the landscape of software company logos and updates it regularly, going from an initial pass of ~100 companies in August 2011 to now ~950 companies in January 2014. And of course, there are more.
By looking at it visually, you start to see that this is a space that has no way reached its end game. Are 1,000+ marketing technology vendors sustainable? Scott thinks so, and the reason for that is cloud computing. This is the era where anyone can be a catalyst for SaaS growth.
Out in the cloud, you can make anything happen quickly, and in real time. It changes the way software is innovated, sold and built. According to Scott, “Digital marketing is the first major business sector that has grown up natively in this market, and it’s changing the way marketing is being developed.”
The Next Generation of Marketing Software
More capabilities mean more customers, and that means more developers, and ’round and ’round it goes. And because of this and the environment discussed above, there needs to be a foundation for the marketing software to fuel growth and innovation. An open platform lets third parties plug in, and that’s powerful. Examples of this include Salesforce, and its over 2,100 apps in the AppExchange (including RingLead!) and WordPress, with nearly 30,000 plugins. Open architecture enables the ability to bend and change at a moment’s notice. Today’s rich, third party ecosystems are the next generation of marketing software, according to Brinker.
Choice is a Good Thing
Competition drives prices down and drives innovation up. As marketers, we can all differentiate because we have choices. But there is risk to all of this choice. Vendors change, management changes, companies change, cost changes, etc. However, with this rich third party ecosystem as the next generation of marketing software, it will mitigate the risk.
So let’s take advantage of this exciting intersection where we sit as marketers, and get ready to not only change the marketing landscape, but the technology landscape in general.