4 Digital Trends That Will Drive the Blend of Marketing and Technology
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We recently caught up with Yogesh Bahuguna, Senior Manager for Technology at Sapient to identify a few key digital trends where we’ll see the pace change.
We’ve seen a focus on the evolving nature of marketing since the introduction of CMS and job titles like ‘Growth Hackers’. It’s clear that the conversations have progressed far beyond channel. Here’s how..
The Role of Product Suites Will Evolve
Mergers and Acquisitions in the marketing cloud space will continue to thrive. We’ve seen some big moves from the likes of Adobe (with TubeMogul, Livefyre) and Salesforce (with Demandware) clubbing marketing suites together. Companies are buying and consolidating different technology stacks to have a holistic proposition for digital marketing divisions.
For the past couple of years, we’ve seen CMS focused on improving functionality for gathering insights, and then feeding them back into the platform. Any product that can provide value beyond core content and personalization will thrive. Context and Behaviour will be in focus.
The Digital Marketing Space Will Break Down New Barriers
Within the digital marketing space, data and omni channel connected customer journeys are becoming critical. Targeting and Analytics engines are becoming more & more mature in identifying right conversation with right audience. Hence technologists needs to start thinking beyond the silos of platforms and get holistic ecosystem understanding. E.g. how insights generated from customer behaviour on typical content, commerce and analytics platform can be used to create & sustain campaign for prospecting and retargeting in search, social and display. Digital Marketing platforms, commerce engines, Demand Side Platforms (DSP’s), Data Management Platforms (DMPs) are converging faster than ever before to complete the awareness to conversion cycle.The engineering in the space is growing like never before.
Some other areas to watch in the space include innovations in the moving images & video production and new trends around merging social with professional e.g. Facebook’s new blend of personal and professional with the launch of jobs features. These will create new opportunities for marketers and new roles for technologists.
The Internet of Things (IoT) Will Change More Than we Know
Anything that can compute can communicate. Anything that can communicate will be able to compute. Take a minute to think about this and the impact that could have. The skills required to work in these environments will create new future roles.
Traditional Marketing and Technology Roles Will Completely Transform
We’re working in a world where marketing and technology is coming together. CMOs have overlapping roles with CTOs; there will be news jobs to be filled.
By blending marketing and technology will we be able to create a full cycle back to the customer that takes a holistic view of all assets beyond current techniques like retargeting.
People who can think about data infrastructure, how can we bring those customer insights constantly back into our systems will be eventual winners. Organisations need to create new teams that can evolve with the constantly changing marketing space, the way we build, develop and retain employees will be under focus. Candidates with rounded capabilities around data science, advertising, marketing platforms and a customer-centric approach will succeed.
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