At the Oracle Modern Customer Experience in Chicago this week, attendees came away with a firm understanding: digital transformation is vital to driving legendary customer experience in today’s buying landscape. That transformation is revolving heavily around how businesses position themselves to leverage customer data appropriately and efficiently to exceed their expectations.
2018 may introduce a climate of receding marketing budgets, according to the most recent Gartner 2017-2018 CMO Spend Survey. The survey shows that marketing budget levels, which are typically allocated a year in advance, declined for 2017-2018, reversing three consecutive years of increasing budgets. Some experts say that this decline is the result of marketing’s inability to prove its contribution by showing how its activities create business results that matter to the C-suite.
The delineation between marketing and IT is becoming more fluid as data analytics and advanced technologies drive marketing strategies. As the concept of data-driven marketing takes hold and marketing’s responsibilities broaden beyond lead generation, the position of marketing technologist has emerged to bridge the gap.
“IT and marketing are blurring when it comes to marketing technology, probably more than any other department,” said Jason Stewart, VP of Demand Generation at ANNUITAS. “Technologies like marketing automation, social media monitoring and content strategy tools are requiring more marketing expertise and acumen. The need for marketers specializing in the tech aspects of the role is greater than ever.”
Plotting a digital marketing strategy can prompt even some of the savviest B2B marketers to ask for directions. Gartner recently unveiled its digital marketing transit map to provide a framework for marketers to develop a strategy, improve operations and plan initiatives.
One of the hurdles of marketing technology is that most organizations have acquired much of their technologies individually, so there is no plan in place regarding how they will connect, according to Andrew Frank, VP and Distinguished Analyst at Gartner, in an interview with Demand Gen Report. He said this challenge led to the creation of the map, which was developed over the course of the past year, to help facilitate communication between marketing and IT.