Making martech work: why you now need techies on your marketing team - ITProPortal

Making martech work: why you now need techies on your marketing team - ITProPortal


Making martech work: why you now need techies on your marketing team - ITProPortal

Posted: 20 Dec 2019 02:02 AM PST

One of the hottest terms in communications is "martech": technology-powered marketing.  Encompassing everything from email marketing and blogging, to chatbots, AI-generated content and big data, the blending of marketing and technology is fast becoming a vital way to reach consumers.

But it isn't always successful. We only have to look at Microsoft's Tay – the chatbot that generated racist content within 24 hours of its launch – to see that badly implemented technology can spell disaster for a brand. And more fundamentally, in the world of email marketing, two-thirds of chief marketing officers say they've experienced "disasters" when it comes to managing data in campaigns, while more than three-quarters (76 per cent) suspect they've missed out on opportunities because data hasn't been managed effectively in-house.

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