Originally published on the Altimeter Group blog Marketing technology and departments have become specialized and fragmented. Just look at the Marketing Technology Lumascape or ChiefMarTech graphic. In part, this has happened to address an increasingly complex customer journey that is difficult to track across channels and devices. Another reason is that, although that journey offers […]
According to Wikipedia, “marketing is the process of communicating the value of a product to customers, for the purpose of selling that product (goods or services.)” But that is what marketing used to be. Today, marketing is about relationship management. The widespread adoption of social and mobile technologies has empowered consumers. They expect relationships with […]
Last Thursday Adobe hosted its intimate Symposium in San Francisco, which reiterated the theme of Summit held in Utah in March – a theme of “reinvention.” Today, Oracle’s new CTO Larry Ellison kicked off OpenWorld. He focused significantly on the cloud. How are the two themes related? It comes down to the importance data and […]