Marketing has been making a quiet evolution over the past few years. Not long ago, CMOs and marketers focused on advertising, brand and communications, and technology was experimented within spare cycles, but wasn’t central to marketing. Today, technology is the driver of new digital capabilities, and marketing finds itself playing roles similar to IT and sales, with communications and branding now joined by equally critical technology and support functions.
In 2013, advertising saw a relatively flat growth market of less than 4 percent. While traditional forms of advertising such as print media are shrinking, newer methods are growing significantly, including digital advertising growing more than 13 percent per year, social at 35 percent per year, and mobile growing more than 80 percent per year. These digitally driven numbers reflect the opportunity and complexity of effective marketing that requires technologically savvy managers and leaders.