In our previous, part 1 post, we shared some 2016 marketing predictions from panelists from our Future of Digital event series.

This time around, we asked our digital experts: What role can and should technology serve in keeping marketers agile?

Here’s a snapshot of what they had to say:

Bryan Benavides

“Technology will help in creating and managing data on our customers in order to determine when and how a retailer should market to them ‒ whether it is via a targeted email or a dynamic retargeting banner. Data and technology will provide the right analytics to a retailer to make the right decisions.”

Ryan Bonifacino

“Technology allows for optionality, whether it be by micro-level testing on a campaign basis or macro-level on a channel basis. It allows the marketer to step one direction closer to neutral bias without impacting creativity.”

Blagica Bottigliero

“Technology makes things work faster and better. In the interest of marketing, technology should be taking the endless bits of data and create a better way to give consumers what they need. The key word being need.

We are in the era of wicked smart technologies permeated from our devices, yet giving the end-user better solutions for what they need isn’t catching up to the technology. Technology is only as good as the humans who can decipher that technology and make real action steps from the technology.”

Thomas Hoegh

“Full transparency of performance, attribution, and return of investments is essential for marketers and commercially responsible business leaders. In the current market there is no excuse for opaque  planning, execution and results. Technology doesn’t do the marketing job, but with clever use of technology the plans are executed better, optimised faster, and as a result, returns improve.”

Chris Owen

“Technology allows us to have a far better and faster understanding of our marketing effectiveness than ever before. This lets us stay agile and adjust quickly to how the marketplace is reacting to our marketing efforts. Our challenge as marketers is not getting lost in this sea of data, really understanding the strengths and limitations of data sets, and then being able to make decisions that may not be as black-and-white as the data. ”

Simon Trilsbach

“Social media is a fantastic tool for marketers to help them stay agile and connected with their customers. The biggest advantage of leveraging social media platforms are their targeting functionalities. Traditional platforms such as print media are beginning to suffer from inefficiency for most marketers; this is because Facebook, Twitter, LinkedIn, and other social media advertising platforms today offer very effective targeting capabilities.”

Brian Utter

“Technology plays a massive role in helping keep marketers agile and the role has only increased as marketing has gotten more complicated. In a world where marketing is constantly evolving, it’s critical for marketers to be able to respond to change. Marketers have a lot of levers and channels to choose from these days and technology platforms, like Kenshoo, help marketers test, refine, and measure their campaigns more effectively. Moreover, technology can serve as a tool that helps automate tasks, measure performance and optimize campaigns on a marketer’s behalf so they can better respond to the change that constantly occurs in the industry.”