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The Strange Bedfellows of Marketing and Technology

As someone who studied Art Theory and Practice and subsequently spent many years in the world of technology, I’ve always been fascinated by relationships between seemingly disparate interests. I’ve had countless discussions with clients on the relationship between Business and IT, and have seen these relationships run the gamut from strong and collaborative to hopelessly dysfunctional.

The emergence of marketing as a driving force behind organizational direction (has pushed marketing and marketing technology into the C-Suite) has renewed emphasis on this relationship, one that today’s enterprise will need to epitomize the spirit of partnership in order to thrive.

Remember the old days when marketing was viewed as a ‘soft’ discipline?  The average organization recognized the value of brand and that marketing played a big role in defining and elevating it, but as a capability its influence was difficult to measure.  In a recent Adobe survey of digital marketing organizations, mature companies were found 200 percent  more likely to have mobile app analytics, 330 percent more likely to have done multivariate testing and 250 percent more likely to do attribution modeling.  There’s nothing soft about that.  Marketing and technology professionals have been pushed even closer together by the pursuit of the omni-channel vision, where personalized and high-touch marketing interactions are powered by increasingly sophisticated mobile devices, ad tech, big data and predictive analytics. [...]


To read the whole post and interact, please visit the SogetiLabs blog: The Strange Bedfellows of Marketing and Technology