Cutting-edge technology like augmented reality is changing marketing. Credit: 123RF
Cutting-edge technology like augmented reality is changing marketing. Credit: 123RF

Five tips for buying marketing technology

posted by Brioney Moore
6 July 2017

With digital becoming increasing important to marketing, does responsibility for sourcing such technology sit with IT or marketing procurement?

The marketing world is changing. While creative services and TV commercials still command big budgets from companies globally, many new ways of reaching your audience require an ever-increasing amount of technology. But where does this new world fit into the modern procurement function? Does it sit with the team who traditionally have bought those creative and media services, or does it fit with the IT procurement team, for whom the world of software (either on premise or as a service) is more familiar.

As a procurement professional who works with both marketing and IT team members on a daily basis I feel a team approach is most effective. There are no longer cut and dry boundaries between different categories of spend and so procurement managers everywhere need to adapt and flex to meet the internal needs of the organisation.

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