‘Five tips for how to future-proof your marketing technology’ – Econsultancy
Lindsay McEwan says, “Marketing technology is growing up fast.
From its infancy in direct mail to email and desktop web-based adolescence, all the way through to an adulthood of mobile, social, and programmatic ad buying, the first three decades of marketing tech’s life have passed in a blur.
But we all know life begins at 30, so one thing we can be certain about as we look to the future is that the development of marketing technology doesn’t stop here.
The methods and channels customers use to interact with brands are continually evolving and the rapid development of systems and technologies means new possibilities open up virtually overnight.
The traditional waterfall approach to technology planning – where business requirements and technical capabilities were understood in advance – is no longer effective in this highly dynamic situation“.
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