Blog | July 12, 2016

Infographic: Is MarTech Hurting More Than Helping?

by Mike Waite in Digital Asset Management

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.

Share stats and facts on social:

The human attention span has decreased from 12 seconds in 2000 down to 8 seconds. (Tweet this stat.) – Engadget

The first electronic digital computer, ENIAC, was built in 1946 and filled an entire room. (Tweet this fact.) – About

Atari Pong, the first commercially successful video game, had just 3MHz of computing power. (Tweet this fact.) – ETHW Computing History

At 20MHz, the Compaq Deskpro was marketed in 1988 as the most powerful PC an executive can buy. (Tweet this stat.) NYTimes

The first Macbook was released in 2006 with 667MHz – less than half of the iPhone 6S Plus. (Tweet this stat.) Time Phonearena

Your phone has more computing power than NASA had when it sent two astronauts to the moon in 1969. (Tweet this fact.) Phonearena

The amount of information on the web is expected to increase 500% by 2021. (Tweet this stat.) Business Grow

The shelf life of content is shrinking. For example, tweets have a half-life of just 2.8 hrs.  (Tweet this stat.) Skyword

The number of MarTech solutions has grown 3,800% since 2011. (Tweet this stat.) Chief MarTech