Tech & Science

Performance and integration: The foundation of marketing technology stack success

By  | 


Over the previous 4 years, the role of chief marketing officers has altered. As soon as, CMOs led little silos that concentrated on growing business impact across paid media channels. Now, CMOs are progressively being asked to manage company effect and growth throughout an array of owned digital media and client relationship channels– with robust spending plans to match. While the breadth of technology continues to grow, separate tools themselves do not always relate success.Budgets for online marketers

are slowly climbing, and responsibilities are broadening, according to Gartner’s 2016-2017 CMO Spend Study. Marketing spending plans have actually increased roughly 1 percent each year considering that 2014, bringing the marketer’s typical share of business incomes approximately 12 percent as of 2017. As companies direct more of their

financing into the hands of chief marketing officers, CMOs are experiencing another shift in the form of how they manage their marketing technology invest– in which< a href = > digital marketing has taken spotlight. With it has come an array of innovations that promise to simplify the lives of marketers as they gather information, direct customer journeys and press out brand messaging.Some opinions expressed in this article might be those of a guest author and not

always Marketing Land. Staff authors are noted here.

Language »