Marketing has become so synonymous with technology that it’s hard to see where one begins and the other ends. According to the “godfather of martech,” Scott Brinker, there were a total of 8,000 martech solutions available on the market in 2020. As marketing continues to expand into the digital world, it’s crucial for marketers to continue to harness technology for good.
Even though marketers have innovated ourselves into a future with near-boundless possibilities, it doesn’t necessarily mean that we have figured out a foolproof way of connecting at scale with our customers on a meaningful level. All of this movement forward has also created a brand-new regulatory environment defined by a generation of consumers who are conscientious of their personal information and privacy. In fact, a 2020 KPMG study found that 87% of consumers believe data privacy is a human right. On top of this, there is a growing temptation to use the efficiency of martech to jam as many leads through the funnel as possible. With great power comes great responsibility, but with the right mindset, I believe anything is possible.
With businesses big and small undergoing digital transformation at breakneck speed following the pandemic, the future of marketing will likely never be the same. As the senior vice president of marketing at a company that offers a growth marketing automation platform, I believe that marketers should lead with empathy, stay on top of the ever-changing regulatory climate, and understand their customers better than ever to thrive in this evolving digital landscape.