Laura McLellan, Research VP, Gartner predicts: “By 2017 the CMO may spend more on technology than the CIO”
Laura will be presenting a Key Note at the “Marketing & Tech Partnership Summit 2013″ June 20 in San Jose California. Do you think it is possible? And if so what does that mean to the IT world and their own sales and marketing channels? And what about the skills development of current, rather well settled CMOs?
Let me share some additional thoughts:
Big Data is NOT an IT job.
Big Data for instance sounds like an “IT” topic. Not at all – not even close. Big Data is ALL about marketing, demographics, customer profiles, user behavior…. Today we know so much more about everything including markets, market dynamics, demographics, decision evolution and every aspect of a buying process – only if we understand how to extract and use the information that is out there.
Are CMO / CIO careers are on the line?
Not right now – but like always in the past it only takes 2 years when emerging technologies flip to a mainstream topic. Online Marketing, Social Media Marketing, Social Technologies, Big Data, Near Real Time Market research… all require rather high sophisticated technologies to make a serious business impact and a difference to the bottom line. 1.3 Billion social media users are not all kids or freaks. Direct marketing to this influential while outspoken group requires a degree in sophistication that goes way beyond traditional eCommerce or direct mail. CMOs, who are not able to fully comprehend the impact of the new technologies on the brand development of their companies, are high risk candidates.
Marketing & Technology Partnership
All the above makes this years Marketing& Technology Partner Summit especially interesting. I very much look forward to it.
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