Peanut butter and jelly; gin and tonic water; marketing and tech

Posted by Murshed Chowdhury on Mon, Jun 18, 2012 @ 12:06 PM

By: Ben Weiss

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I’ve always been a casually dressed kind of fellow. I prefer sneakers to loafers and basketball shorts to slacks, and when possible, I keep my button downs untucked. But, sometimes life demands that you dress it up, and after I took a new position as the digital marketing strategist here at Infusive Solutions, I realized I would need to step up my formal attire game.

As such, I deployed the services of my fashion-forward mother and procured myself a freshy-fresh pair of black dress shoes after my first day on the job. Of course, within a few hours of rockin’ the new dress kicks, I had a nasty blister on my heel and went to the local Duane Reade for some band aids. But, when I rolled into the store, I couldn’t help but notice a sign prompting me to connect with the Duane Reade community on Facebook, Twitter and other digital forums.

This highlights an important issue that goes far beyond the well being of my feet. When the local drug store has developed a strategy that utilizes digital media, the marriage between marketing and technology becomes painfully apparent.

So while CMOs and CIOs perhaps had their desks situated across the office from one another in former years, these two positions are inching closer and closer to one another as marketing strategies become increasingly digital.

In fact, Gartner’s VP of marketing strategy Laura McLellan recently unveiled a bold analysis suggesting that in just five short years, CMOs will be spending more on IT innovation than CIOs - quite the paradigm shift from traditional enterprise dynamics.

In order to rationalize this claim, McLellan provided the following statistics based on Gartner research:

  1. 2011: Marketing budgets were determined to be three times as high as IT budgets in both B2B and B2C industries.

  1. 2012: General marketing budgets are expected to increase 9 percent and high-tech marketing budgets are expected to grow 11 percent. IT budgets are only expected to grow 4.7 percent.

  1. Marketing already influences half of a business’ purchase decisions.

The bottom line is that the folks in the C-level suite are recognizing the necessity for digital marketing initiatives to be integrated with traditional strategies in order to facilitate superior engagement and interaction, and are pouring resources into this area to ensure it is done properly.

For example, imagine a marketing department is presenting a networking event. While in the past the only people engaged by the event may have been the attendees themselves, today marketing squads can extend the experience before the event by putting out a survey asking the digital audience to record their opinions on the core topic. This data can then be integrated into the live presentation and further extended after the event by developing a video recapping how the whole thing played out for the company’s blog.

This enables the engagement of a far broader audience and for the conversation to be expanded well beyond the borders of that one hour event. And as digital media continues to evolve, marketing and tech are likely to cozy up even more, and the companies that can leverage the two in harmony will be best positioned for success.

Who’d a thunk you could uncover so much on a trip for band aids?

Infusive Solutions Inc. is a niche technical recruiting firm within the Microsoft Partner Network dedicated to serving the workforce needs of our clients as well as taking our candidate’s careers to the next level.