How the latest developments are revolutionising the marketing world

Marketing is no stranger to technological developments, as with each new gadget or platform comes another possibility for greater marketing scope, improved creative potential or simply a more efficient, more practical way of managing an existing marketing strategy.

In many ways technology and marketing are the best of friends, as this mutually beneficial relationship not only creates new opportunities for both industries but allows them to work together to push boundaries and challenge convention. This week OTB takes a look at some of the latest technological developments and industry arguments which are shaking up the marketing world…


With creativity lying at the heart of many a marketing strategy and agencies often tasked with developing new, forward thinking campaigns for a brand, is it possible that technology could help us in our task?

A recent article by The Guardian highlights that in recent years there has been an explosion of creative activity within the technology industry itself – with AirBnB, Uber and Spotify providing just a few well known examples. Yet The Guardian argues it is important to remember the age old adage that quantity doesn’t equal quality, and in many ways the explosion of this creativity-enabling technology isn’t in itself a guarantee of creativity – we have to look a little further.

It is argued that the true value technology has bestowed on creativity and marketing is the shift from a focus on professional opinion as the only measure of creativity. By democratising creativity and removing barriers that formerly existed in the creative industries, technology has paved the way for a new wave of grass-roots creative initiatives in marketing and beyond, which are analysed and accepted by the wider public. The power to decide is now in the hands of marketing audiences, with anyone and everyone having the power to create their own content and contribute their opinion to the debate.


Every year another industry commentator argues that the marketing landscape of the coming year will be unrecognisable from the year that preceded it, that we are on the brink of another revolutionary idea or that this or that marketing tool will be obsolete within a month. While this may not always be the case, there is little doubt that technology has been a major driver of change in marketing year upon year.

Rather than seeing this as a challenge to be combatted, seeing this constant technological change as an opportunity for growth and a chance to try new ideas is a great driver of creativity and progress in a marketing strategy.

In a recent blog post by Marketing Land, it has been argued that there is now more demand than ever for ‘tech-savvy marketers’ and marketing technologists who can choose the most relevant technology solutions to drive marketing performance forwards. Marketing Land argues that while at the moment some companies are struggling to fill this demand due to a shortage of talent, the opportunity for businesses to recruit interesting, skilled individuals and shape them with the necessary training can make for a highly personalised solution to the technology and marketing needs of an organisation.


Although the thought of having to embrace technology developments and stay on top of all the latest trends can be daunting for some, there’s no need to panic. Getting involved with technology, joining the debate and meeting with others in the marketing industry who have successfully embraced the latest industry developments is a great way to learn how to combine technology and marketing in a way that suits your needs.

And what better way to do it than to visit one of the biggest technology-marketing conferences of the year? Held this October in London, The Marketing Tech Conference is a two day conference for ‘understanding the breadth of marketing technologies and how organisations can effectively integrate them into their marketing strategy and operations.’

With a huge agenda of all topics technology-marketing related, including a number of case studies including Carlsberg and Marks and Spencer’s, the conference has a great line up of relevant and thought-provoking discussions to start your journey towards embracing technology in your marketing strategy today.

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