Navigating rapidly changing technology
Time: 4 minute read
Managing technology change is no longer the sole purview of the IT department. Today, marketing is getting into the game.
The ability to collect data about customers and interact with them through websites and social media has profoundly changed the way marketers operate — and expanded their technology budget.
Gartner predicts that by 2017, the average CMO will spend more on technology than the average CIO.
Today’s marketing officers have over a thousand software providers to choose from. They’re selecting not only CRM and marketing automation platforms, but also specialized providers of content for blogs, websites and social media channels.
Their choices matter. Attracting and retaining customers is no longer a matter of bombarding large groups with ads and hoping to get as many conversions as possible. Data analytics enables marketers to target audience segments with laser-like precision. Having the right tools to do that can make or break a company’s reputation and growth plans.
Customers expect messages, digital or otherwise, to be personalized and tailored to fit the media they frequent, whether that’s Twitter, a blog, or a news site.
And CEOs expect marketing officers to stay on top of trends and justify their increased spending with results that demonstrate ROI.
In many ways, technology has turned today’s C-suite into a pressure cooker. But it also gives executives the chance to experiment with ideas and platforms that didn’t exist a decade ago — or even last month. If managed correctly, each one has the potential to lead the company in a new direction.