Deep rooted is how the world has evolved and changed tilting towards Big Data and new approach towards how customers are reached out to. Over the years, ERP ( Enterprise Resource Planning) products were the winners, mainly sprouted from back-offices to cater to needs of manufacturing, HR and Sales functions of business. Marketing was never thought to quite fit the bill of a process or at least never thought to be usefully served by automatic function. Even though in last 15 years, sales functions were automated but marketing functions are under penetrated by ERP softwares.
The focus of marketing automation has always been about the "process" and not the "data". More recently, there has been a drive to make certain marketing functions automatic - email, running campaign.
Historically, the challenge with marketing automation is that it has always been about “process,” not about “data.”. More recent categories, such as email marketing or marketing automation, are focused on process automation — how to take a set of manual tasks and streamline them, track them or automate them.
Some ways how technology is inculcating strategy in marketing is as follows:
1) Now with web tracking, it is easier for businesses to find how and when customers are checking important aspects of products such as - prices, quantity and preferences.
2) With technology, right from customer reach to customer acquisition to customer setup in system has become a seamless work.
3)Needless to say, social networking sites such as Facebook, Tinder and Google+ are new source of information to understand customers in new lights as never before.
Finally, I see a future of teams exclusively consisting of Marketers and Technologists, led by CMO and CIO.
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