In the past, marketing’s requests to the CIO were often relegated to the bottom of the IT priority list. Now, CMOs are required — and empowered — to use technology to reach and convert customers. Marketers need IT to perform their job –and much of it is accessible without the blessing of the CIO. This power shift is just part of the evolving CMO and CIO roles says Brian Vellmure.
For nearly a century, the buyer’s journey was relatively linear. Advertising through mass media led to conversing with salespeople, friends and family. A purchase was made. But in today’s digitally networked world, studies show there are 3,000 different paths to purchase. How does marketing respond to this new reality? Brian Vellmure has answers.
When your coffee barista greets you by name and has your usual morning order piping hot and waiting for you — that’s customer relationship management at its finest. But with tech innovations rapidly merging the digital and physical worlds, what will CRM look like in the future? Brian Vellmure explores this question and more.