Great marketers have great guts. Leo Burnett didn’t need a legion of focus groups to come up with the Marlboro Man. Steve Jobs, arguably the greatest marketing mind ever, famously eschewed market research because he didn’t think customers knew what they wanted until he showed it to them.
Yet big data and technology are clearly revolutionizing marketing. Gartner predicts that CMO’s will soon be spending more on IT than CIO’s. VentureBeat recently reported that marketing technology companies have attracted a hefty $50 billion in investment.
The future of marketing is not technology or intuition, but successfully integrating both.