In a recent study by Gartner, It was striking
finding that “By 2017, a CMO will spend more
on IT than the CIO.”
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 software.
Until recently, marketing automation
was seen as “process” and not as “data”. But recent waves of technology
penetration in marketing has led to automation of certain functions such as
email marketing material to clients or running a full 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.
Until recently, marketing
data was not used strategically or even customer data was never about
prospects. But with the advent of web, and new tools related to big data,
tracking customers and their preferences have become easier and more
meaningful.
Also, new software target
the complete life cycle of customer engagement to customer lifetime value. This
has made targeting new customers segments easier and financially viable.
I think biggest push will
come from social networking sites such as Facebook, Linkedin and Tinder. Soon,
we will see world with marketers and technocrats under same rood led by their
CMO and CTO towards a new breed of marketing campaign.
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