Technology Is Changing the Way We Market—and Spend

Share this content:
Adobe inserts the content piece of the cloud puzzle.
Adobe inserts the content piece of the cloud puzzle.

Do the math, says Laura McLellan, Research VP in Gartner's Marketing Leaders research group. Marketing budgets are greater than IT budgets, and growing—whereas IT budgets are fairly flat.

“Marketing is driven by growth...which means marketers need to take risks,” McLellan says, adding that in today's increasingly digital world marketing needs to experiment or be left behind. “This means failing early and often, a much different approach than IT.” So it's no surprise that by 2017 marketing departments will spend more on technology tools and services than their IT brethren, according to Gartner. It's also no surprise that more than 25% of companies will have a chief digital officer by 2015, Gartner predicts.

Another driver of marketing budget increases? Today's focus on customer engagement requires additional spending, McLellan notes. Existing e-commerce businesses can no longer support current customer demands; companies need to revamp their sites or use digital as a gateway until they can, she says. For some businesses meeting customers' expectations means create a new website from scratch, built 100% around the customer viewpoint—not around the technology.

In this podcast McLellan goes into details on these trends, giving a sneak peek into her keynote session at the upcoming Marketing&Tech Partnership Summit on June 20 in San Jose.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above