Marketing technology is solving lots of problems. We’re publishing more targeted content to more targeted audiences. We’re getting a better understanding of our customers and the impact of our programs. We’re working as a cohesive unit with partners and colleagues.
MarTech is solving so many problems that the number of solutions has grown from around 100 just five years ago to over 3,800 today. That’s worth repeating: 3,800!
But it’s true what they say about solving problems: every time you solve one problem, you create a new one. Marketing technology is no exception.
Many of the marketing solutions we rely on are content hungry. They need a constant diet of fresh, high-quality information, stories and images. And many of them have unique requirements for format or environment. As a result, marketers are spending more and more of their precious time searching, formatting and fulfilling asset requests.
And it’s getting worse. The world is awash in good content that turns over faster and faster. The lifetime of a piece of creative that used to last weeks or months can now be measured in just minutes. The life expectancy of a typical tweet is 2.8 hours, but many people believe it’s really closer to 20 minutes.
So how did we get here? And more important, what do we do about it? It’s an interesting story, really, and our infographic below tells it in data and pictures.