Technology is now seen as "a" if not "the" key component of the CMO’s mandate to deliver customer experiences. Organisations are investing in digital technologies to create value for their customers.
Unlimited access to digital tools and capital, creates a no-rules environment where competition can come from anywhere, even outside of traditional industry confines.
Traditional marketers who are sticking to their tried and tested practices risk losing to that competition with under half investing or expanding their investment in emerging technology. Marketing leaders are prioritising, these types of investments and those who recognise the importance of technology investments and are not shying away from action.
