Why do marketers feel overwhelmed with technology?

As Cloud and mobile technologies are highly disrupting the consuming habits and the market, marketers need to take this new paradigm into account. This comes with a huge number of new tools marketers need to compare, select and adopt to keep up doing their job right and cope with those new challenges.

According to ChiefMartec.com, the number of marketing tools in the past year alone has grown by 87% over the past year, up to 3500. This definitely reflects the technology tsunami we are going through.

marketing_technology_landscape_2016

The 5 main categories are:

  1. Sales Automation, Enablement & Intelligence: 220 solutions
  2. Social Media Marketing & Monitoring: 186 solutions
  3. Display & Programmatic Advertising: 180 solutions
  4. Marketing Automation & Campaign/Lead Management: 161 solutions
  5. Content Marketing: 160 solutions

In addition to the tedious tasks of making the due diligence work to select the right tools and the effort needed to adopt those tools, marketers face another nightmare: “how do I integrate those tools together?”

In a recent article published on MartechAdvisor.com, Mark Geene, Founder & CEO at Cloud Elements states that, “as businesses become more digital, they must address the critical challenge of making sense of the magnitude of customer data flowing in and out of marketing automation apps. This can be made all the more difficult with the wrong approach”.

While marketing team prefer leveraging SaaS applications, pay for and run them by themselves without IT interfering in their operational needs and contributing this way to the development of shadow IT, this integration issue becomes a big challenge: “how the hell can I integrate my different marketing tools to leverage my investments and be more efficient ? Do I need to spend my time exporting and importing files manually from one tool to the other? And how do I leverage information from my existing CRM or marketing automation systems?”

Asking IT after deciding choosing a solution in their back would be an awkward situation for sure; but assuming they might be willing to do the job, how long do you think this is going to take them to make the integration right ? They will need to build multiple API-based connectors that require by definition a lot of monitoring and maintenance effort to make sure they keep working over time – yes, Cloud apps evolve all the time and their APIs too …

That’s why, when it comes to connectors, a “buy” approach is much more efficient than a “build” approach. Better rely on vendors specialized in Cloud app integration, commonly called iPaaS vendors, such as Cloud Elements. There are also vendors like Axway who are offering more limited iPaaS capabilities on top of a leading API Management solution and this might sometimes be enough to do the job right with no need for multiple investments in integration technologies. If you want to learn more about it, check out what is iPaaS

Those new payment methods that will make our credit cards obsolete

MasterCard announced early October the launch of its new innovative payment solution in 12 European countries. This service is provided by a mobile app called “Identity Check Mobile” and was initially launched in the United States last February. France is not part of those pilot countries in Europe and will have the service deployed progressively in 2017.

The principle is simple: you can pay with your fingerprints or … with a selfie. In order to make sure that the selfie is a not a previously taken photo, the app asks the user to blink while taking the photo and processing the facial recognition.


“People from around the world will be regularly using this authentication technology within five years”, said Ajay Bhalla, president of enterprise security solutions at MasterCard. According to him, this biometric authentication is safer than typed passwords as many people reuse their same password or use “easy-to-guess” passwords.

MasterCard won’t stop here: they are currently working on other ways to authenticate purchases, including monitoring a customer’s heartbeat. Voice recognition and iris scans are also being explored.

All this is for sure some cool stuff but that was definitely not the primarily goal of such an invention. All those new modern payment technologies aim at simplifying the payment process and increase the customer retention when checking out their shopping basket online.

MasterCard is not alone on this biometrics payment market. HSBC recently announced that their account holders could soon use their voice and fingerprints to access their money.

Here are below a few examples of other alternative payment methods.

 Contact-less payments

Vis NFC Payment Ring

The big advantage of the Visa NFC payment ring is that this is not using any Smart Phone to work as it uses anonymous tokens to make payments.

visa_nfc_bracelet

 

Payment with Bitcoins

You surely heard of Bitcoin. But what you might not know is that Bitcoin allows businesses to take payments without incurring important transaction fees, especially when it comes to international payments. Customers buy Bitcoins on an online exchange, such as LocalBitcoins.com, and then send it to the vendor’s Bitcoin address. The Bitcoins are then instantly converted back into real currency.

bitcoin

 

Apple Pay

http://www.apple.com/apple-pay/

You can pay with it in stores through NFC technology and the Apple Touch-ID fingerprint authentication, in-apps with Apple Pay button and now on Web sites using Safari.

When you make a purchase, Apple Pay uses a device-specific number and unique transaction code, so that your card details are never shared by Apple.

apple-pay

 

Samsung Pay

http://www.samsung.com/us/samsung-pay/samsungpay

What about the future of cash ?

I personally don’t think cash will disappear due to the shadow economy that is more or less important according to countries. However, there will be for sure a major shift toward cash-less transactions.

future_of_money