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Why CIOs Should Retain a Unique Approach towards Contemporary Martech?By CIOAdvisor Apac | Tuesday, October 01, 2019
The convergence between the marketing sector and technological evolution has been faster than ever in the recent past. Also, this has paved the way for the much-altered role of a CIO involved in the martech sector.
FREMONT, CA: The much-evolved role of CIOs appears to coincide with the development of innovative technology tools for propelling brand-awareness campaigns. Underlining the change in the purpose of marketing CIOs is the advancement in technologies and the rising expectations of customers. Though this trend has been driving most of the industries of the present-day, the martech sector appears to be extremely relevant to this change. Of late, the martech industry has undergone significant changes in terms of its requirements, strategies required, and technological conditions, in turn impacting the role of CIOs.
At the forefront of technical innovation are machine-learning tools and artificial intelligence. In fact, these technologies have advanced to be budget-line items as necessary ingredients for the marketing sector.
Consequently, contemporary CIOs involved in the marketing sector are paying increased attention to budget requirements. Many CIOs are spending more on incorporating technology into their business strategies than on people.
Marketing needs of today are far more than a few years ago. As the marketing requirements turn crucial, developing operational strategies more quickly and creatively has become the key.
CIOs have to assert control on every aspect of the technological ecosystem to ensure that the concerned enterprise is harmonizing entrepreneurial tactics with impressive technical strategy. Among all these, there is the need to bring in disruptive changes and innovations in sync with the highly evolving technological landscape. In another way, contemporary marketing CIOs need to embrace the upside of innovative technologies while cutting down risks, simultaneously.
Any innovative CIO will closely partner with different functions of an enterprise for maximizing the value of tech investments, for generating revenue, for driving new opportunities, and for tackling challenges and risks. A marketing CIOs top priorities will be to zero in on solutions needed to impart agility to an enterprise and to establish a connection with the Internet of Things and to actively react to the environment spanning technological and organizational boundaries including and not limited to marketing, manufacturing, supply chain, and human resources.
Across the business world, ranging from start-ups to Fortune 500 enterprises, martech is perceived as the future of marketing trends and is one of the significant sectors wherein the CIOs, together with CMOs, can unleash huge opportunities provided they perform together.
Many CIOs are establishing strategic partnerships with CMOs in the respective department. In many enterprises, CMOs often lead the martech in close association with the CIOs. What is seen in most of these collaborative approaches is that the CIOs will still be working on the implementation and integration of the respective technological solutions, and CMOs would be deriving the goals for martech.
Martech solutions drive the majority of the decisions that the marketing team is currently making, regarding digital channels that are used to reach customers.
A successful marketing strategy would depend on data, which is highly accessible and accurate. As a result, both the CMOs and CIOs need to make sure that clear lines of communication are established between both the teams.
The amount of data that the contemporary martech CIOs have to access is increasing at an exponential rate, and the rate at which the data grows is also expected to increase. The demand for immediate results has never been stronger. Working closely with CMOs has been an effective way for CIOs to deal with the huge volumes of data that are piled on them.
Ongoing technological changes have deeply impacted the role of CIOs. Gone are those days when CIOs were the enablers of IT infrastructure. Martech has been one of the sectors wherein CIOs are getting overly involved nowadays.
The martech sector is evolving at a rapid pace, and the CIOs leading the change might have to pay attention to the technological upgrade.
What they require is a future-oriented approach towards technologies. Today’s cutting-edge technologies may turn obsolete within a few years. Consequently, CIOs must monitor technical skills continuously.