According to a new research by Gartner, marketing heads in corporations would be the new leaders of technology by 2017. They would be controlling the technology budgets of companies rather than the IT departments. In recent years, marketing budgets focused specifically on technology have been increased. This is expected to continue with some companies already having a separately team of tech professionals under the marketing department who work closely with the IT department.
The use of digital media has empowered the consumers to communicate with the company directly. This has made it important for companies to measure the audience behavior and gain customer insight.
Companies such as Motorola and IBM are already in the process of amalgamating technology and marketing. Motorola spends more than 50 percent of its budget on technology supporting its social media and online marketing programs. Similarly, IBM is in the process of acquiring companies which specialize in social media analytics.
