Keep Calm and Carry On was a motivational poster produced by the British government in 1939 in preparation for the Second World War. With the recent resurrection of this concept in consumer products, it is not surprising the phrase is floating around in my brain. I found my psyche overwhelmed by these five simple words after attending the recent SiriusDecisions Technology Exchange conference in San Francisco. The reason? The magnitude of choice for new marketing technologies.
The mere existence of a conference like this is testimony to the importance and quick rise of technology for today’s marketers. The question is, can marketers “keep calm and carry on” as a landslide of new technology descends upon us?
For those of us who have been involved in marketing technology since the early ‘00s, the rapid rise in software and solutions is welcome. Scott Brinker’s Marketing Technology Landscape supergraphic recorded 947 companies in 2014 and 1,876 in 2015, a near 100% year-over-year increase. I am sure 2016 holds a larger increase for us. SiriusDecisions is launching Marketplace to track and help marketers better understand technology options. While Brinker’s graphic is static, SiriusDecision’s Marketplace will be a dynamic database. Thank you to Scott Brinker for helping make sense of the vendor-scape. And thank you to SiriusDecisions for picking up the ball and building an approach that will move as quickly as the marketplace.
Keep an eye out for SiriusDecisions’ announcement in early December.