Year One of FUSE Enterprise Summit Sheds Light on Complex MarTech Landscape
It’s not news that a cornucopia of digital technologies are required to drive marketing today. That doesn’t mean that pulling all these technologies together into a well-oiled machine and providing seamless customer experiences is an easy task. In fact, it’s quite hard. Add in the nuanced challenges that content marketing introduces to the equation – from artful and scalable storytelling to savvy use of customer analytics – and you have a pretty good overview of the MarTech opportunity/conundrum many marketers are grappling with.
At the end of November, Target Marketing and Publishing Executive held the first ever FUSE Enterprise: The Convergence of Technology & Branded Content to address this topic. Hosted in Philadelphia, marketing executives from major brands, such as SAP, 3M, and American Medical Association, convened with top technology providers to share knowledge and make sense the ever-evolving MarTech stack.
The ultimate goal of the summit was to help marketers to identify the most relevant technologies to their branded content – and wider marketing — objectives in order to grow audience and drive commerce. That was accomplished through general sessions led by marketing executives and experts, boardroom discussions that explored use cases for specific technologies, and in-depth, one-on-one meetings between technologists and marketers.