Converge: Transforming Business at the Intersection of Marketing and Technology

With the proliferation of microsegmentations driven by machine learning, marketers

That traditional environment, he wrote, “is characterized by low asset utilization, a fragmented demand for resources, duplicative systems, environments which are difficult to manage, and long procurement lead times.”

The brand grew to prominence based on word of mouth and some irreverent but small-budget campaigns.

Its acquisition gave Adobe a huge window into Web analytics, crucial for marketers to understand just how successful their creations were at attracting and engaging audiences.

Possible alternatives to dealing with this fragmentation included public relations (PR) and direct marketing, disciplines once venerable and dismissed as “below the line” that were suddenly brought to the strategic table. And there were some new solutions such as viral, buzz, guerilla, and word-of-mouth marketing. In

IT doesn’t get the speed and customer-centricity that’s essential to marketing.

Now there’s new outlets that have us in a constant publishing mode. It’s about nonstop content creation where storytelling possibilities are multiplying. You can’t feed a social channel with one campaign every six months.

research firm Marketing Evolution last year found that 1 percent of advertising budgets were going to mobile when the number should have been more like 7 percent, a figure that should jump up to about 10 percent over the next four years.

McKinsey study has asserted that big data could also enable retailers to increase their operating margins by as much as 60 percent.