How digital transformation and the Internet of Things are impacting marketing
'By 2017 CMOs will spend more on IT than CIOs'
We are in the midst of a period of great change. Evolving technology trends have altered the business world and as a result, the marketing function has had to adapt.
Whole departments and seasoned marketers are being urged to keep up with changing online behaviours to optimise every aspect of business from recruitment decisions to daily tasks and processes.
Money, money, money
Marketing departments are poised to exert even more influence over technology spending in the near future, with Gartnerpredicting that by 2017 CMOs will spend more on IT than CIOs.
>See also:The digital marketing cloud war: who will win over the CMO?
The reasons behind this arent hard to fathom, with technology driving a change in how organisations connect to, communicate with and convert customers. The majority of marketers recognise the potential it offers to help revolutionise marketing. This is further supported by an extension of technologys reach across the organisation, with finance and other departments looking to digitally innovate.
The IT function is also being encouraged to actively support these efforts by using technology to grow organisations and help free it from its traditional definitions and limitations. It is clear technology is a central pillar of investment, not only for the marketing department but across organisations in general.
Customer touchpoints
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How digital transformation and the Internet of Things are impacting marketing