IT departments have often been the driving force for innovation and digital in the past; managing technology spend and maintaining IT across old systems is a core part of the department's role, positioning them as tech champions within the business.
In contrast, the marketing function hasn't always been synonymous with technology, with marketers focussing on the customer journey, pushing through creativity and supporting the sales teams to drive results and build relationships.
However, with the arrival of martech and adtech, new technologies have been built for CMOs looking to drive stronger results from campaigns and better manage their budgets. For example, Nissan is using Facebook Live to connect with its consumers in the lead up to the Olympics in Rio, using the live streaming platform to place fans at the centre of its campaign with video content that shows supporters training alongside Team GB.
As a result of technology innovations including new platforms and channels, the role of marketing is has changed and is encroaching on the role of IT in many ways. For example, in a recent study that we undertook, we found that 92 per cent of marketers are investing in marketing automation software, a dramatic increase on the year before.
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