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When marketing is infused with a technological core, what's the way forward for marketers
The relationship between technology and marketing has never been closer, with Gartner reporting that 67 percent of marketing departments will increase their technology-related budgets within two years, and that corporate CMOs are expected to spend more time and energy on technology than CIOs in 2017. Adding to the industry's thin ice is the call for a "Chief Marketing Technologist" - according to a Harvard Business Review review, " They have a Marketing core and an understanding of all the possibilities that technology can bring; they are able to reverse the disruptive wave of the Internet economy by integrating and balancing technology marketing and strategic marketing based on big data applications and a true embrace of mobile Internet technology."

Well, change is happening, and following CES 2016's C-Space program dedicated to digital marketing and digital content companies, the just-concluded CES Asia saw glimpses of the future of technology-driven marketing, with London-based communications giant Dentsu Angus showcasing 12 consumer marketing innovations from the following markets For example, London-based communications giant Dentsu Angus showcased 12 consumer marketing innovations, developed or co-marketed in Australia, China, India and Japan***, that incorporate digital technologies such as virtual reality, robotics, face recognition and real-time emotion interpretation.

The stares of amazement from those who stopped by were proof that the trend seems to be to infuse marketing innovation with technology to reshape the way brands interact with consumers. What's more, technology can even "front-load" the order of marketing in the whole industry chain to a great extent, thus subverting the connotation of the word "marketing" in essence.