By Claire West

American businessman John Wanamaker famously said: “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

As technology is having a greater impact on marketing could the same now be said of ‘tech’?

Writing in Marketing Week, Ronan Shields said that “Digital marketing is about people, not devices, it’s an adage that’s often forgotten” this comes hot on the heels of Harper Reed, CTO of Barrack Obama’s 2012 election campaign saying: “We need to drop the ‘e’ from ‘e-marketing.’”

Reed was addressing a Direct Marketing Association (DMA) event on how to “dissolve the deficit” between digital practitioners and mainstream marketers.

There is little doubt that the role of the marketer is changing — in the not too distant past the only channels a marketing department had to focus on were; direct mail, email, print, radio and television — now to survive they have to understand; mobile, social media, content marketing, online advertising, big data, analytics and e-commerce.

With the acceleration of technology and in particular marketing automation there is a complex relationship developing between the IT and marketing departments as to who now ‘owns’ this space.

Ray Clark from says:
“Digital marketing shouldn't be ‘owned’ by the IT department - whether offline, digital or mobile the key word is ‘marketing’ and businesses of all shapes and sizes need to put digital first.

The gap between digital practitioners and the marketing mainstream will narrow very quickly and those marketers that ignore this will do so at their peril.”

The Convergence of Marketing and Technology is certainly providing additional tools to drive business growth but it must be remembered that they are still tools.

While businesses that were ‘born digital’ – such as Amazon, Google, and Facebook and technology companies such as Apple, Dell, and Microsoft are leading the way in digital marketing — to survive businesses of all sizes need to be ‘Digitally Competitive’. will be an event for marketing professionals not digital experts - make sure you visit.