“Technology is just a tool.” This is a popular refrain in discussions around marketing technology. Marketers invoke it as a way to emphasize the marketing over the technology. And IT invokes it as a way to categorize marketing technology as the same as any other kind of technology. Since marketing and IT are both a […]
Technology is just a tool… but are you skilled with it? Read More »
When I heard that Chris Shipley was producing a new conference focused on the modern dynamics of brand marketing, I was instantly intrigued. First of all, it’s a terrific topic. While other events have tackled aspects of this — such as a plethora of social media events or shows on state-of-the-art advertising — I believe
5 reasons to be excited about Pivot conference Read More »
As marketers adopt more and more marketing technology in their work, particularly cloud-based applications, with many choices and many different opinions about what software is best for a particular purpose, the question arises: To what degree should marketing applications be centralized or standardized within an organization? This question usually arises from the bastions of the
Should marketing technology be centralized? Read More »
Some people believe that all technology should be centralized in the IT department. They reject the idea that marketing should control its own software — even though modern marketing is now deeply entwined with the technologies it uses. The premise of these naysayers is that only IT can responsibly manage technology, cloud computing or not.
The Chief Language Officer Parable Read More »
Change is scary. Big, organization-altering, career-shifting change is downright terrifying. While it can be fun to blog about disruptive innovation and creative destruction — commenting as an observer to the end of the world as we know it — actually being caught in the middle of such change is another sensation entirely. Believe me, I
Marketing and IT share a common fear Read More »
Tomorrow (Tuesday, August 31) at 2pm Eastern, I’ll be presenting a MarketingProfs webinar, “Marketing in the Cloud.” Sponsored by Citrix, it’s an updated take on my post about marketing in the cloud from a couple of years ago. I’m writing this last minute, but if you catch this in time, you can join the event
Marketing in the Cloud Webinar Read More »
You are what you eat. You are the company you keep. And now a new maxim: You are the software you use. Like all great maxims, of course, that’s more than a little overstated. But now that software and technology underlie almost everything we do — inside our our organizations, as well as in the
Marketers: you are the software you use Read More »
I have a non-green confession to make: I love paper plates. Paper plates, paper napkins, plastic forks and knives. They’re always fresh and clean. Bring them outdoors on a picnic, no worries of losing or breaking anything. Blithely sully them with cheeseburger and chili dog, potato salad and watermelon — and then simply throw them
The Age of Disposable Software Read More »
My friends, marketing software has officially become Big Business. Last Friday, IBM announced its acquisition of enterprise marketing software company Unica for $480 million. Combined with their August 2 acquisition of web analytics leader Coremetrics (for an undisclosed metric ton) and their May 24 announcement to acquire Sterling Commerce (for $1.4 billion) — along with
Adobe, IBM and the big business of marketing software Read More »
I believe marketing must lead its own technology. As detailed in my presentation Rise of the Marketing Technologist, I think marketing departments need marketing technologists on staff, led by a marketing CTO who reports to the CMO. It’s the only prayer marketing has in a world where technology is infused into every medium and message,
Shadow IT vs. Shadow Marketing Read More »
