Technology’s Evolution Driven by Marketers?

In an article recently published in Marketing Magazine President Obama’s CTO, Harper Reed, stated that marketers will play a very important role in driving technology forward.  And there marketing technologyis some undeniable truth in what he claims.  Many of the innovations we see in the digital world are driven by marketers or geared towards marketers, especially if you focus on social media, data analysis, and communication.

I am not going to go so far as to say that marketers will drive all technology innovation moving forward but I think that it is very reasonable to say that in the enterprise B2B and B2C world that marketers play (and will continue to play) a large role in creating new business needs (or continuing to provide old ones) that many new technologies will be created to fill.

Harper goes on as an aside to mention three key things people should take away from the 2012 presidential campaign and for me his most important point here was to say that metrics drive everything.  In fact he even said that on the Obama campaign the mentality was if there was not a metric then it did not exist.  This sentiment is becoming more and more true for marketers across the spectrum.  The caveat to this though is that metrics that are not accurate are just as useless as not having any metrics at all.

With digital engagement making up so much of what we do, it is absolutely critical for marketers to have the ability to pull accurate metrics from our CRM and Marketing Automation solutions so we can better understand, duplicate, or iterate on the campaigns we run.

This is where marketers can truly drive the future of technology – our need for more creative ways to reach our audience and better means to track and analyze those efforts definitely lead to new technology innovations and help drive digital technology forward.

Josh Rosenberg

About Josh Rosenberg

Josh earned his MBA from Santa Clara University's Leavey School of Business in 2012 with a concentration in Marketing Management. Previously he worked in marketing at Zscaler, Inc. and is currently the Marketing Manager for Full Circle Insights.