3 proofs that technology takes over marketing

Has personalized marketing become a science? Which of marketing or technology is really responsible for the “data culture”?
Pascale Guay
1 May 2014
Omni-Channel Marketing Campaign
1 min 45
preuves que la technologie sempare du marketing

Has personalized marketing become a science? Which of marketing or technology is really responsible for the “data culture”?

When we talk about personalization, marketers and technology become equal partners. Their businesses require of them oriented “data culture” systems. They want to become more relevant in their communications, using the data of all kinds, analyze it and customize the business relationship. The ultimate goal: increase sales. Here are 3 proofs that technologies play a role increasingly important in the marketing world.

When IT is buying marketing

For 3 years, we have followed the waves of acquisition of email marketing companies. The market is changing and the players change too. These “marketing” companies have been acquired by technology firms:

  • Oracle has laid hands on Eloqua and Responsys
  • Salesforce has relied on Exact Target
  • and this month, IBM acquired Silverpop

More complex structures

In the “data culture” we are far from the Excel file containing all the customer data. Indeed, when we discuss personalized marketing, the aim always returns to the same: the database. We are now talking about database, relational tables, APIs, etc. These are terms generally more associated with technology. The only limit to personalization is the quality and quantity of available data.

Security, an important element

We talked a lot about the importance of creating a structure to comply with the Canadian Anti-Spam Legislation. But do you know who is responsible for this implementation in companies? For the vast majority of companies with which we interact, decision makers are technology vice presidents, infrastructure vice-presidents and CIOs accompanied by legal counsel. Who do you think is responsible for aspects of data security? Securing data transfers? Although the role of technology is undeniable in today’s personalized marketing, do not forget the marketing need to base and ensure that the two worlds can work. Also hope that universities and training schools adapt to provide more specific training to meet all job offers specialist marketing database.

Stay on the lookout to be a part in the evolution of technology marketing!

Find out how your company can benefit from Dialog Insight.

Read also

Blog

Explicit Data vs. Implicit Data in Digital Marketing: How to Use Both to Boost Customer Experience

Customer data falls into two main categories: explicit data, voluntarily provided by the user, and implicit data, inferred from their behaviors. Understanding their complementary roles and knowing how to leverage them together makes it possible to personalize the experience, optimize marketing campaigns, and strengthen customer loyalty.

Blog

Email Marketing vs. SMS Marketing: Which One to Choose?

Email marketing or SMS marketing: Which is more effective to reach your customers? Discover the advantages, limitations, and uses of each channel, along with best practices to combine them and maximize your conversions.

News

Reach every contact on the right channel, at the right time

Discover Smart Channel & Omnichannel STO

Omni-Channel Marketing Campaign

Omni-Channel Strategy – Adjusting to the Connected Client

Consumers are using different channels to make purchase and they all cross roads at some point. Businesses have no other choices than to adapt their strategy to become omnichannel.

Blog

Maximize Your Email Impact with the AI Subject Line Assistant

Make your life easier by writing subject lines that grab your audience's attention in seconds!

Customer Data Platform

CDP vs CRM: Understanding the Differences

Understanding the differences between CDP and CRM is essential for any business looking to improve their customer engagement.

New at Dialog Insight

Every message, on the right channel, at the right time — automatically.

What if your campaigns could find on their own the ideal channel and the perfect moment to generate more impact?With Smart Channel and Omnichannel STO, your campaigns become more engaging and more effective: