Part of the IT-purchases in companies are today completely on the marketing professionals' shoulders that now know how to demand technically functioning, agile and modern solutions from creative partners as well.
The role of marketing and communications in companies has changed significantly over the past years. IT has now become a big part of marketing and communications professionals' daily job which requires them to have a better understanding of technology than ever before. One can argue that a new kind of decision maker has been born in companies – a marketing professional who's job field is somewhere between the old marketing manager and IT-manager. Along with this change, new titles and terms such as the CMTO (Chief Marketing Technology Officer) have seen the daylight.
CMTOs (Chief Marketing Technology Officer) new role is concentrated on marketing but not just the creative side of it. Instead a CMTO uses his/her expertise in technology and analytics to help a company better understand and utilize the customer and market data collected from various channels. By exploiting connective technologies this data can be transformed into understanding and actions; targeted marketing campaigns that run simultaneously in several channels and improve sales.
Today's CMTO is quite different as a creative partner's or technology provider's customer compared to the marketing manager of previous years who could leave technological concerns mostly on the IT department's shoulders. Technical solutions are a crucial part of the daily job for today's marketers and therefore a significant part of decision making as well. Part of the IT-purchases in companies are today completely on the marketing professionals' shoulders that now know how to demand technically functioning, agile and modern solutions from creative partners as well.
A customer's developed sense of technology has a big impact on the role of a creative partner in the service chain. Today's customers often know what they're asking for and the demands are on a higher level. The truth is that most of the creative partners no longer have the resources nor the opportunity to address these needs. Developing tools that use the latest technology and keeping up with it all is time consuming and requires alot. Most of the creative partners are thus better off concentrating on what's most important for them, in other words the creative job. Producing quality projects in the core competence areas becomes easier if there's an established technology partner that supports the agency with functioning, modern tools as well as takes care of the customer's technical support.
At Liana Technologies we are also concentrating on our own core competence: agile and scalable digital marketing tools in which the layout and visual look can always be made to reflect an agency's or customer's design. Contact us if you wish to discuss more about our digital marketing toolkit as a part of your agency's customer projects.
Subscribe to our monthly newsletter to get the latest interesting articles in your own mailbox.
Liana Technologies conducted an international survey about marketing automation in May 2017. The survey was sent to marketing and communications specialists and 421 company representatives in total completed the survey.Read More
Email marketing still remains one of the most effective marketing measures. But why is it particularly important for hotels? Read our tips on how you can take advantage of it and build guest loyalty.Read More
Email marketing is definitely a relationship worth investing in. But what criteria should a good newsletter software actually fulfil? And how do you choose your perfect match among all of those who want to date you?Read More
Due to the rise of smartphones, the number of mobile services exploded at the beginning of the decade. In the past five years we've seen mobile devices go from an additional gadget to the most used online device. Which factors and concepts shape the development of mobile services from now on and what is their meaning to marketers?Read More
Can analytics provide information on where the reader's attention is focused on in newsletters? Where should a CTA or Read More link be placed and how does it affect the click-through-rate of the letter? These questions were being examined by assistant professor Ashis Kumar from the Aalto University and marketing professor Jari Salo of the Oulu University.Read More