The Marketing Code Disconnect

Code Secret by Desparlsp
Code Secret by Desparlsp
The CMO will spend more on IT than the CIO by 2017, says Gartner. Yet, this marriage of different functions creates a unique tension, with marketing and IT failing to understand each other.

Marketers don’t get code, and coders don’t get marketing. It’s the new Men are from Mars, Women are from Venus.

Just consider the awkward conversations between SEOs and traditional branders. That’s inside the marketing department.

When an entire profession of creative people, writers and business networkers have had technologies thrust upon them thanks to the incredible Internet successes of the past decade. That creates the major challenge facing modern marketing software companies… Making technological functionality intuitive and easy.

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Marketing Automation Will Improve

The most common complaint about algorithms is their lack of intelligence, specifically their inability to generate results that match human interactions.

Image by anthillsocial
Image by anthillsocial

Producing off communication and awkward misses can actually hurt brands more than help them. Perhaps the most publicly algorithm gaffes have been via Facebook social ads, which over the years have served up many publicly noted gaffes. Then of course there is the confusion that automation creates about big date, which for many is just sloppy data.

So, yeah, automation has its issues, but it will improve.

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