As a lifelong marketer, I’ve had a strong bias towards my experiential intuition and the value of it in decision-making and execution. My perspective has changed drastically, and so has the process of performing marketing.
At one point in time, no so long ago, a company’s marketing and technology divisions and decisions were completely separate. Each one had a different plan and focus. I experienced this first hand as a professional working in marketing and creative settings for large and small firms.
Facing Different Directions?
In the last several years, advanced technology and the marketing insight that comes from that technology has propelled a company’s desire and ability to accomplish more with big data. Is it possible that companies can continue to create a sustainable brand with marketing and technology facing different directions? These divisions currently co-exist with different purposes in a world of data-driven meaning and insight meant to create cohesion and streamlined focus. Even today when companies have access to the tools available to them, leaders still can’t wrap their arms around the benefits of marketing and technology.
Those that control the marketing and technology budgets are often skeptical of technology because technical advances don’t come with a proof of marketing ROI.
– Andrew Tenney – Senior Brand Manager, Pharmaceutical Industry
Marketing Reliance On Technology
In my opinion, marketing has become so reliant on technology; it’s hard to think about doing my job without it. I can do it, sometimes. I just can’t do it well. Worse, I can meet the end goal of delivering a message to the right persona, but is it really the right message when that persona wants it and where they want it?
Marketing has become too important to be left just to marketers. All employees, from store clerks to IT specialists, must be engaged in it.
– Harvard Business Review
Technology Can Help
As a marketer, I frequently think about several questions that force me to engage in technology discussions. Why? Because I know technology can in many ways help me get the answers to these questions. And these are just a few questions.
- What’s important to my customer in the buying decision? Why?
- How and when do they think about my brand?
- What do they want from my brand? Why?
- What interests them about my brand? Why?
- Why my brand over my competition?
Data = Insight
It’s my job as a marketer to fully understand all of my buying personas and triggers. Is it realistic to know this information and be completely accurate if I have not adapted to a technology-driven world and immersed myself in the insight that comes from it? This is rather important if you as a marketer want to find your customer, know them and communicate to them effectively on their level. Today, marketing and technology are more in sync and in some cases have a similar focus.
Let’s get back to the original question. Marketing and Technology –Which One Is More Important? Sorry to all my friends who are in marketing. I honestly believe technology is more important and a requirement for today’s marketing to be effective. Tech wins.
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