Get the money. Dollar, dollar bill … uh, you all?
We’re not going to be mistaken for the Wu-Tang Clan any time soon, but back in the ‘90s they had a hit called “C.R.E.A.M.” — i.e., Cash Rules Everything Around Me — and as we’ve built this issue, our yearly ode to marketing technology, I can’t help but hear that in my head.
Of course, C.R.E.A.M. is a concept that applies to all business. But it fits the marketing department more and more every year, as marketers are challenged to take on increasing responsibility for revenue and ROI.
And a big part of taking on that role is becoming responsible for more and more technology investment.
Which brings us to the new motto: Technology Rules Everything Around Marketing.
That is just a simple acknowledgment of the world we live in. Every way you interact with prospects and customers is likely enabled by technology. Most of it probably happens online through your website, social media, email and any one of the thousand other forms of digital outreach.
Even in the non-digital aspects of marketing, technology continues to become more important. Direct mail may seem as low-tech as paper and ink, but the personalization and targeting that make it shine are ruled by technology (plus, printers aren’t exactly working with paint and silkscreens).
The same is true of TV and space advertising, as these traditional marketing channels are enhanced by today’s technology. For example, Adobe this year added TV ad buys to its marketing cloud. There’s even a service out there (Wrapify) that uses an Uber-like interface to let you summon cars wrapped in your marketing to any corner of the cities it serves.
So technology rules everything around marketing, which means the marketer who can master that technology is king.
And we hope this issue helps you take the throne.