In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
ADMA is launching a new event in Sydney in May aimed at improving technology knowledge across the marketing community.
The one-day techmix event will be held on 15 May and feature both local and international speakers and focus on improving understanding of marketing technologies, integrating these into the marketing function and then utilising their offerings.
Speakers said it has confirmed 12 speakers so far including three keynotes: Andrew Knott, VP digital and media at McDonald’s in Singapore; Ken Chaplin, SVP and CMO of TransUnion; and Atique Shah, VP global guest and campaign marketing for InterContinental Hotels Group in the US.
The event will also run along three tracks covering data, engagement and analytics, and touch on automation, cross-channel optimisation, customer data management and media attribution analysis.
In a statement, ADMA CEO, Jodie Sangster said marketers are under increasing pressure to buy technology but are struggling to understand the plethora of solutions out there.
“Compounding the tech problem are a wealth of other issues: Highly complex marketing environments, multiple mediums, more channels than before, millions of empowered customers to understand, tighter marketing budgets and getting that return on investment from the technology to satisfy the CEO,” she said.
“There is also the issue that some organisations don’t have staff with the right skillset to understand and run with the tech. But get the right mix of technology with the right people to manage it, and you’ll be in a better place.”
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