10. Marketing fundamental driver behind IT
Research by Gartner among more than 200 CMOs shows that an increasing share of the budget is spent on digital marketing. This is now as much as a quarter of the total budget. We see this trend in the Netherlands as well.
In addition, Gartner predicts that within five years, CMOs will spend more on IT than the CIO. This trend is being driven by the cloud, which is breaking the dependency on IT from the business. This means that traditionally creative marketers will now have to become tech savvy as well.
Where the 'old' marketer was a creative figure who spent most of his time developing campaigns and the right copy for brochures, the new marketer is a split personality. Of course, content and creativity are still important, perhaps more important than ever to be found on the internet, but in addition to these alpha characteristics, the new marketer also needs a beta side. After all, without analytics it is impossible to discover trends or to target the right leads with the right message. In addition, lithuania phone data the beta capacities come in handy when calculating the result. After all, every organization nowadays demands accountability from its marketing department. How much did a lead cost? What is the chance that it will convert into a customer? And which campaigns made what contribution to this?
The new marketer must therefore balance between his/her alpha qualities, which he/she can use in the content creation process, and his/her beta qualities, which he/she needs for customer and trend analyses and calculating the results of campaigns.
The infographic below from Salesforce shows this graphically.
art infographic
Click on the image to enlarge
Now more than ever, it is time to evaluate the marketing organization, processes and systems and assess whether they meet the rapidly changing environment. What adjustments does your marketing organization need to remain successful.
- Board index
- All times are UTC
- Delete cookies
- Contact us