Just because "MarTech" is a buzzword doesn’t mean every potential marketing technology is worth the time and investment. As we’re heading through the era or smart phones and into the era of wearables and the Internet of Things, the tricky part is figuring out which of those technologies belong in your marketing budget and which are just the latest shiny distractions. That’s why you need a deliberate marketing and technology strategy to guide your investments. These four pillars should be the foundation you build it on.

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