48 Marketing Trends found for Techno-Trends / non-digital

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Marketers Increase Focus on Automated Media Buying

Trend Summary: A growing number of senior marketing executives admit to being inundated by technology.

Chief Marketing Officers [CMOs] within multinational public companies increasingly fear they are being overwhelmed by technology, as media silos crumble and data integrates to support marketing and advertising across different devices and channels. According to Blake Cahill, global head of digital and social marketing at Philips, who manages more than seventy marketing technologies ...

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... "In the customer relationship management sector alone, we have three or four major pieces of technology, and then underneath another three or four to manage the customer data," Cahill told MediaPost's Laurie Sullivan.

"In the social space, we have about seven or eight pieces of technology to help with social listening, publishing, and analytics."

According to information technology research and advisory firm Gartner, the average business-to-consumer ad campaign depends on more than fifty applications and technologies to support marketing.

Gartner also predicts that by 2018, CIOs [Chief Information Officers] who build strong relationships with their marketing colleagues will drive a 25% improvement in return on marketing technology investment.

Philips, a Dutch technology company headquartered in Amsterdam which operates in fifty-seven nations, acknowledges that the challenge will be to do more with less given that the number of technologies supported by its marketers continues to grow.

Philips intends to use each piece of technology in all the fifty-seven world markets in which it does business.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2015 - Q4 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6549

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