Friday, 2 October 2009

Marketing Technology - Are We There Yet?

Forrester analyst Emily Riley is about to undertake some research into the marketers armory of technology tools that enable them to do their jobs more efficiently or effectively. I look forward to her conclusions with anticipation. Having been involved with marketing technologies for the last 15 years in different agencies and across many clients, I have seen, first hand the key impediments to delivering the value that these tools, well engaged, can provide. The central reason for this inefficiency is the silos that many companies create to manage different elements of the same process - marketing, analytics, technology, etc... When it's done well, agencies can play a fundamental role in bridging the divides here, when it's done less well, they compound the problems.

Emily is going to look at the following technologies (to which I would add cross-channel campaign management tools):
  • Ad Servers
  • RFP management tools
  • Inventory management systems
  • Billing and reconciliation tools
  • Analytics tools
  • Search and Email tools
  • Rich media tools

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