Corporate Eye

How Technology is Shaping the Future of Brand Marketing

technology iphone ipad macbookEvery brand marketer knows the importance of technology to drive results in today’s hyper-connected world, but we still struggle to get executive buy-in and budget dollars to support digital marketing initiatives. Social media marketing, content marketing, search engine marketing, and email marketing are fueled by technology. Even traditional marketing is dependent on technological processes and the data that is extracted by and manipulated by technology.

In other words, technology and marketing go hand-in-hand. It could be said that technology is shaping the future of brand marketing as we shift to a mobile-always and ultimately, a mobile-first marketing strategy. There has never been a more critical time for brand marketers to put together comprehensive, data-rich, compelling arguments for budget dollars, resources, and prioritization.

To help you get started, take a look at the “How Technology is Shaping the Future of Marketing” infographic shown below from the New Jersey Institute of Technology. It provides compelling data that you can use to support your proposals, recommendations, and requests to leadership. Some highlights include:

  • 46% of companies already have mobile versions of their websites, and 30% plan to launch mobile sites by 2015.
  • 45% of companies already offer a mobile app, and 31% plan to launch their own mobile apps in 2015.
  • 32% of companies use mobile messaging marketing campaigns.
  • 25% of companies purchase mobile ad space.
  • 45% of companies already purchase social media advertising placements, and 23% plan to do so next year.
  • 51% of companies publish blogs.

One of the biggest obstacles to leveraging technology to get the best marketing results is a lack of understanding at the executive level. The infographic shares some key statistics related to skills that existing chief marketing officers are lacking:

  • 71% of CMOs are not prepared for big data.
  • 68% of CMOs are not prepared for the importance and impact of social media.
  • 65% of CMOs are not prepared for the growth of channel and device choices.
  • 56% of CMOs are not prepared for customer collaboration and influence.
  • 60% of marketing departments lack the alignment and integration needed to adopt new marketing technology and strategies.

The future of marketing is very much integrated with the future of technology. Big data, predictive analytics, mobile marketing, content distribution, and social media are critical components to the marketing plan today and in the future. Are your marketing and leadership teams prepared? If not, your brand could fall behind very quickly.

Via: NJIT New Jersey Institute of Technology – Online MBA

Image: Judit Klein

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.