FEATURE: Marketing technologies - the future of marketing

Marketing technology was once a fragmented world with a myriad of products and vendors offering disjointed and disconnected solutions, and with no sense of leadership. But this looks set to change thanks to a cluster of globally-renowned vendors striving to become marketers’ technology champion. So who will win out? Claire Weekes reports 

As technology becomes evermore sophisticated, so too does the opportunity for marketers to analyse customer data. Long gone are the days when a simple CRM system was all that was needed to keep on top of sales and leads – nowadays any one brand might find itself keeping track of web analytics, social media activity, content management and marketing automation – to name just a few disciplines. Never before has a marketer been so dependent on technology to manage the bottom line.