Sunday, December 22, 2013

Marketing to Technology: Will you marry me?


As Marketers get deeper into exploring the role that "Digital" can play in their marketing mix, their dependance on "IT" becomes abundantly clear. To put it simply, I would like to quote from Chief Marketing Technologist Blog, which states the Reason D'Etre - Why the blog exists:
"Marketing has become a technology-powered discipline, and therefore marketing organizations must infuse technical capabilities into their DNA."
My previous role (in high-end luxury consumer marketing) had a typically large buying cycle and needed effective lead management, much like the efforts seen only in B2B marketing companies. Coupled with Digital Marketing, that was becoming more a necessity than "hygiene", it was clear the future of Marketing was a movie, with "Technology" as the protagonist.

In the last 3 years, marketing technology ideas, concepts, and hence companies operating in the space have seen quite a thrust. The "biggies" (Microsoft, Google, Oracle, IBM and (now!) Salesforce) have been investing considerably to grow a space what is now known as "Enterprise Marketing Management". The hottest news right now, of course, being Oracle's $1.5 billion acquisition of Responsys, a specialist in cross-channel marketing automation.

How the space continues to grow, and evolve, will be interesting to see. In fact, one interesting note here is, while B2B marketers have often thought about the lessons they can learn form their B2C marketing counterparts, it is now interesting to see B2C marketers learn the ropes of technology-enabled marketing (a.k.a. Marketing Automation) from their younger cousins.

How has your organization used digital technology in Marketing effectively?