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The MarTech Digest
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While 67 percent of marketers believe new marketing technologies are essential or very important to overall marketing group performance and effectiveness, Neale-May says they're being held back by technology overload, too many data sources and lack of strategic application and integration of disparate point solutions. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Joemktg's insight:
The upside: those marketers that are able to implement integrated marketing technology solutions aligned with business strategy reap significant rewards. It ain't easy. 
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Digest... What's really changed is the transition to digital -- as opposed to paper-based -- marketing and advertising. That transition made digital transactions and communication with customers much more central than they were even a few years ago, when the role of computers might have been more to plan a campaign and maybe do some desktop publishing. Web and mobile interactions have come center stage, and consumer technologies have radically demystified IT.
"There's a belief that marketing knows IT really well, maybe better than IT knows marketing," Curran said. Now that business leaders have discovered that technology doesn't have to be painful, he added, the IT organization needs to shake its reputation for delivering awkward-to-use technology late and over budget.
A CIO today needs to get over himself, said David Wright, CIO at McGraw-Hill Education. "You can't possibly be the center of the universe anymore for technology. More and more, business partners are going to be coming to you with technology that you haven't heard of. You've got to be OK with that -- because it's not all about you."
___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Joemktg's insight:
So the message is: Get over it, because it's not about you. Nope: that won't work.
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Advanced/ Digest... There’s a deep organizational chasm between [marketing and technology]. But worse, each has their own language, tools, and processes. Plain and simple, the two organizations don’t know how to talk to each other, and the result is the wrong technology for the right market (if you’re a marketer) or the right technology for the wrong market (if you’re a technologist.) Both ways, customers suffer and so do business results.
The biggest difference, however, is around customers. Where marketers pull, technologists push – can’t be more different than that. But neither is right, both are. There’s a huge need for translators – marketers that speak technologist and technologists that talk marketing. But how to develop them?
To transcend the language barrier, don’t use words, use video. To help technologists understand unmet customer needs, show them a video of a real customer in action, a real customer with a real problem. Technologists don’t believe marketers; technologists believe their own eyes, so let them.
To help marketers understand technology, don’t use words, use live demos. Technologists – set up a live demo to show what the technology can do. Put the marketer in front of the technology and let them drive, but you can’t tell them how to drive. Marketers don’t understand technology, they understand their own eyes, so let them.
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Joemktg's insight:
You know what? This could work! The article talks to the issue of product development, but the techniques suggested are applicable to the IT vs. Marketing battle regarding marketing technology, and could very well build a bridge so that resources are optimized.
Rachael Johnston's curator insight,
November 19, 2014 5:44 PM
There is a Chasm between technologists and marketers, neither one knows what is going on with the other one. When consumers have a need they pull for innovation and inventors push back at them. Meanwhile, marketers see the product and consumer engagement and determine what the need was (and still is). The marketers are one step behind. The marketers must join with inventors to help push the product/service on the consumer by pulling them in through content creation/curation, social media, and SEO.
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Absolutely not, not every marketer will become a marketing technologist. Key Q&A... Are the roles of IT and marketing also blurring together or is there something to be said for keeping them separate and strictly defined? Where does this place the marketing technologist? IT and Marketing are blurring when it comes to marketing technology probably more than any other department. With more and more marketing technologies requiring marketing expertise and acumen (think marketing automation, social media monitoring content strategy tools, etc), and less in the way of technical chops for hosting, installation and integration the need for marketers specializing in the technological aspects of the role is greater than ever. The way these disparate systems can work together to provide a more complete picture of the Buyer and their journey is only now fully being realized, and even then only by the companies that are on the cutting edge. But this will change.
Joemktg's insight:
Conversely, it will become strictly defined should Marketing abdicate their technology responsibilities associated with supporting processes, applications, etc. The CIO will install BI folks in a heartbeat if you don't.
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Proving yet again history repeats itself. The 90's analogy is so apt, and carries across many other facets of this fast moving trend including service providers.