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The marketer’s toolkit: Marketing is now more than branding and logo | #MME16
With the vast amount of technology within a marketer’s grasp, how does a marketer best implement technology into their work?
Ryan Buma, group VP of AppCloud at Oracle Marketing Cloud, and Ron Corbisier, CEO of Relationship One, talked about implementing marketing technology with John Furrier (@furrier), cohost of theCUBE, from the SiliconANGLE Media team, during the Oracle Modern Marketing Experience 2016 in Las Vegas.
Leveling up a marketing strategy
“[There’s] this mass amount of technology that’s part of a marketer’s toolkit, ” said Corbisier. “The problem is the vast majority of them are closed. They’re not open. They don’t connect.”
When investing in a technology platform, a company has to focus on connecting and implementing those systems together. “You have to think of the total coast of ownership,” he explained. “They have to plug and play very easily.”
Delivery challenges in marketing
For marketing now, the activities are much more complex. “It’s no longer, ‘I’m going to create the brand, and the voice of the brand, and the logo,'” said Buma. “That’s important still, but there are so many more marketing activities going on, and all of that has to get integrated to a centralized strategy.”
According to Buma, successful companies must have a full-service capability — everything from branding to technical innovation.
Watch the full video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.
Photo by SiliconANGLE
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About SiliconANGLE Media
SiliconANGLE Media is a recognized leader in digital media innovation, uniting breakthrough technology, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE, theCUBE Network, theCUBE Research, CUBE365, theCUBE AI and theCUBE SuperStudios — with flagship locations in Silicon Valley and the New York Stock Exchange — SiliconANGLE Media operates at the intersection of media, technology and AI.
Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a dynamic ecosystem of industry-leading digital media brands that reach 15+ million elite tech professionals. Our new proprietary theCUBE AI Video Cloud is breaking ground in audience interaction, leveraging theCUBEai.com neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.
