Money is being spent in the marketing technology sector like never before, and Gartner predicts in the next five years, CMOs will outspend their CIO counterparts. Big Data has become a part of marketing, and with that comes the requirement for technology for improvement and execution.
"Digital marketing represents a shift in strategy and approach, not just in channels. Although traditional campaign management thinking involves executing campaigns directly to the customer, successful digital marketing must act more as a mutually beneficial journey aimed at satisfying customers' wants and needs. This is a customer-focused strategy approach that will profoundly shift traditional campaign management strategy, says Gartner's Adam Sarner.
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