With the entire world focusing more on technology than ever before, it's no wonder that marketing professionals are itching to enter the fray. Innovations and new platforms are rapidly evolving, allowing this profession to reach a wider market of customers on a deeper level of engagement.
The ongoing adoption of marketing strategies centred around technology should offer good prospects for diverse IT jobs in New Zealand.
89 per cent of marketing professionals believe technology is vital for business success.
Shifting consumer base calls for collaboration
According to a joint report from IBM and Econsultancy, 89 per cent of marketing professionals believe technology is vital for business success and 86 per cent stated it helped them make better decisions.
However, when it comes to implementing a technology-focused strategy, CMOs may require some assistance in making these schemes a success. Just 51 per cent of professionals believed that their current senior leaders gave this aspect due attention and a further 47 per cent stated that there didn't have the skills on board to execute marketing technologies.
For businesses struggling to capitalise on this technology, looking into IT contracting may be a wise move to acquire the skills needed to turn these initiatives into successes.
The rise of dimensional marketing
A key focus for Australian and New Zealand businesses is customer relationship management. In fact, 74 per cent of participants in the aforementioned survey stated that this is "critical" to a business' success.
In 2014, Gartner found that the worldwide market for this software grew by 13.3 per cent compared to the previous year, reaching a total value of $23.2 billion. Software-as-a-service was a dominant platform, accounting for just under 47 per cent of revenue.
As we move forward, Deloitte predicts that modern marketing mix will extend beyond the traditional 4 Ps to include engagement, connectivity, data, and technology. This will create a much more meaningful relationship between the brand and the consumer.
"The evolution of digitally connected customers lies at the core, reflecting the dramatic change in the dynamic between relationships and transactions," the report read.
"A new vision for marketing is being formed as CMOs and CIOs invest in technology for marketing automation, next-generation omnichannel approaches, content development, customer analytics, and commerce initiatives."
Marketers have more tools at their disposal than ever before, but need the proper support and guidance to best implement them. IT professionals could play a key role in helping turn these objectives into a reality.