Technology – the enabler taking us forward

It is impossible today to reflect on building forward without thinking technology and what opportunities can be enabled through it. Increased demand for accessibility, convenience, personalization, security to govern upsurge of channels among others has brought technology leaders and practitioners to the front line as business enablers.

Marketing and technology are tied to the hip as catalysts, owners and influencers of how fast we adapt and thrive. Our view of “techies” as we refer to them is no longer those at a corner focused on their machines to only develop and manage applications and the help desk but those we need to incorporate as we explore opportunities. It calls for breaking silos within organizations, a perspective that leaders need to propagate, invest in and enable mindsets that encourage cohesion regardless of the size or focus (refer to this previous article).

In this digital world, they are market enablers as much as marketers, sales, customer experience are – all playing an equal role. The metrics may be different, but the goals are the same.

Knowing the market – “Keeping your ear on the ground” is not just a formal cliché but it is a way of living today. We are in an era where artificial intelligence, automation, internet of things, machine learning among others will continue to expand to analyze, predict, project demand and behavior as they support creation of solutions. The development in technology is vast not just in commercial spaces but even in public practices like health, education among others. It is impossible to talk about market research, product managers, promotion, policy drivers without having this as a leading edge putting them squarely on the frontline in building back and flourishing.   

Planning for the market – Gone are the days that marketing plans and spend were just on activities and traditional channels. Progressive organizations are demanding for evidence based planning, projections, and spending related to opportunities. Decision making cycles have become more sophisticated due to the awareness and availability of information, even on-demand data sometimes shortening the cycles. This makes technology practitioners right at the heart of marketing planning and implementation working hand in hand with the marketing leads and practitioners to chat out the priorities.

Adjusting to the evolving market journey – As the environment keeps developing, so does technology to adjust to the demands. Automation, convenience and other expectations for finesse happening concurrently with reclining loyalties have made marketers continuously reflect on possible tools and channels to addresses them. This is only possible with technology enablers who are aware, have the skills and are ready to innovate even at a faster pace than these changes. It is only possible if they are considered to be part of the market teams, enabling them to respond from a point of firsthand knowledge.

These are just but some of their crucial areas of input, validating Technology members cannot be separated from marketing. To make this possible will require investment in collaboration, awareness and support of the direct impact they are making. Possibly even a convergence of leadership expectations of capabilities from both ends will be an area for consideration going forward.

Output may look or sound different but they are inspired and enabled by the same thing – the customer, the citizen, the market - and making their direct contribution as marketers critical to moving forward.