Are we primed for a [marketing] technology bubble?
The threat of ‘another tech bubble’ is well covered in headlines. The truth is that the tech sector will always have ebbs and flows, as will all industries. Technology as a topic of interest is here to stay. Innovation is constant and rapidly accelerating. After all, the person who invented the wheel probably got a lot of kudos, until someone else invented the axle. The true cautionary tale in business has nothing to do with the rise or possible collapse of the tech sector at large. What’s more likely is a collapse isolated to the marketing segment. We all need to brace for it, and work to prevent it. Marketers have a lot more power within the enterprise today. I’ve heard more than one keynote speaker discuss how we’re in a new golden age of marketing. Representatives from respected organizations like HubSpot, which has led the rise in the credibility of marketing over the last decade, have claimed that marketing is now more important than sales. Having a leadership position in the enterprise comes with a lot more accountability and responsibility to perform. The increased emphasis on marketing has coincided with an outpouring of investment by marketers in technology. For a group that has always advocated for ‘right audience, right message, right time,’ it’s shocking to see the haphazard approach marketers have taken to buying technology based on promises rather than purpose. Technology should simplify rather than complicate. It should expand reach vs. expand costs. More Than Pretty Pictures Full…
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