In 2012, Gartner Research predicted that by 2017, Chief Marketing Officer (CMO) technology spend would eclipse that of even the Chief Information Officer (CIO), and recently confirmed that we’re right on track to meet this forecast. While marketing and IT have long worked together in some capacity to track campaign analytics and distribute digital collateral among other activities, today’s marketer is tethered to technology at a level never before seen in the field.
The impetus for this change? An empowered and discerning customer base that expects—demands—personalization at every brand touchpoint. Tasked not only with creating and disseminating brand materials—marketers are also expected to ensure those materials are relevant, personal, and appropriate for each recipient—an requirement that can only be met by leveraging technology to extract insights from the enormous amount of Big Data afforded across the Internet of Things (IoT). Read More