Surviving the Marketing Technology Evolution

Posted on by Patty Odell

It won’t be too long now before the CMO will put more money against marketing technology than the CIO as IT budgets continue to rise even as spending on other marketing stays flat. CMOs who ignore marketing technology or brush it off as a passing trend will find themselves out of work.

marketing technologyOnly the bold and brave will survive, including those who appoint a chief marketing technologist to manage the dynamic and changing technology environment. An article from CMO.com expands on this topic, as well as the cultural challenges of cloud computing, mobile solutions and reliance on third-party agencies for marketing technology. The number of technology vendors would make any marketers head spin and how to sort those out to mine what will truly benefit your brand and customers is a real challenge. Case in point, chiefmartec.com’s 2015 Marketing Technology Landscape Supergraphic shows 1,876 companies, compared to just 947 in 2014.

The CMO.com article goes into depth on defining the role of the chief marketing technologist and his or her role and the challenges in finding a candidate truly ready for the job. Some are fusing both the CMO role and IT role into a CMO-CIO hybrid.

Every marketer will find value in this article in understanding the role of marketing technology and technology strategy in ensuring marketing success going forward.

In the specific area of database technology, solutions are making it easier for marketers to take advantage of customer information and target the right audience at the right time with the right message. And while taking a deeper dive into database-driven marketing may be less intimidating than it has been in the past, getting the most out of big data for marketing purposes requires a shift in thinking for marketing teams. A new Special Report from Chief Marketer discusses how database technology has evolved over the last several years, why marketers need to change their thinking and how big data can help drive content marketing campaigns.

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