Summary
Marketing success is increasingly dependent on using technology to understand and communicate with customers. IT must develop a thorough understanding of marketing technology and the potential for gathering better customer information in order to effectively support marketing. For CIOs in B2B companies, the challenge is even greater because there are fewer public examples of how marketing is using emerging technology. This report explores four types of emerging marketing technology you should be watching and suggests ways for IT and marketing to collaborate in applying these technologies.
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