Why marketing should run its own technology

But the world is changing fast. Marketing is now inundated with new software applications that are suddenly critical to its mission: web analytics, e-mail marketing, bid management, search engine optimization, social media monitoring, marketing automation, conversion optimization, behavioral targeting, and more. How these solutions are selected, configured, operated and connected to each other has a big impact on marketing’s performance.

A new breed of ‘marketing technologist’ is emerging. Here are 3 reasons IT should give them control, by Scott Brinker for InformationWeek.

Why marketing should run its own technology