found at The future of marketing in a technology world.
Next week, I’ll be presenting at Search Insider Summit with an 18-minute, TED-style talk called Rise of the Marketing Technologist.
This time around, the event organizers — led by programming chair Gord Hotchkiss — asked speakers to put aside the usual topics and instead share our visions of where the future of marketing is headed.
So while I usually talk about post-click marketing and conversion optimization at such events, I’ve decided that this is the right venue to share some broader ideas about re-thinking the marketing organization.
My premise is simple: marketing must control its technological destiny.
To achieve this, marketing cannot rely on the IT department, outsourced agencies, or marketing technology vendors to lead the technical architecture of digital strategies. Each of those players has a part, but marketing must be the director of the play.
There are too many interrelated technical pieces to the overall picture — and the formulation and execution of marketing strategy is too entwined with the advance of technology now — to leave marketing technology leadership in someone else’s hands. Marketing must take ownership of that role.
To be continued at http://www.chiefmartec.com/2010/04/the-future-of-marketing-in-a-technology-world.html