MarTech – as marketers it powers everything we do. Sometimes it can be nearly impossible to distinguish where the marketer ends and the technology begins.
This got us thinking about whether marketing even works – even exists without technology.
We wondered where the experts weighed in on the matter, so we asked them. Here are their thoughts on the following question:
In your opinion, does marketing exist without technology today?
The MarTechExec takeaway
Due largely to marketing tech and social media, modern marketing is nearly indistinguishable from the marketing of even ten years ago.
But, at its core marketing always has and should continue to have a human element.
The expert takeaways
- Marketing exists without tech. It’s about humans, feelings, and emotion.
- Marketing exists without text. Yelling - err, word of mouth, yo!
- It exists without it, but tech gives it power.
- You can market without tech, but you won’t get much done.
- Marketing exists without tech, but you can’t forget your roots!
- Marketing? Without tech? In 2017?
- Simply put: no.Yes.
- Marketing without tech? You can’t even tell them apart anymore. And it’s awesome.
- Samantha Stone
- Anand Thaker
- Sandra Giffin
- Rafi Chowdhury
- Mark Rushworth
- Nathan Chan
- Jens Marut
- Bonnie Sainsbury
- Mike Street
- Ziv Eliraz
- Marcus Miller
- Eder Holguin
- Dennis Koutoudis
- Syed Irfan Ajmal
- Dennis Seymour
- Andrea Fryrear
- Maja Jaredic
- Gabor Koncz
- Colin Klinkert
- Erin Gargan
- Jaydip Parikh
- Matthew Garner
- Colin Scotland
Marketing exists without tech. It’s about humans, feelings, and emotion.
“Absolutely, marketing exists without technology. Have you been hit up by a recent school fundraiser? Children going door to door selling chocolate bars or standing near town hall holding up car wash signs are technology free examples of marketing in action.
And it’s not just for school fundraisers. Small businesses or those launching a new product or service might find themselves focused on guerilla marketing techniques. In those cases, highly personalized communications and intimate interactions are highly effective, and mostly technology free. For example, at small scale a simple spreadsheet might be sufficient to manage your database.
However, for most businesses I don’t recommend taking a technology free path. Technology helps us scale in ways that we cannot do with wholly manual processes. It can be used to better understand our audience, automate operations and align data silos.”
“Marketing has been and always will be based on people influencing and engaging with other people. While marketing will necessitate automation and intelligent systems for a company to maintain positive growth, we cannot forget that human-to-human interaction via digital channels is ever evolving. The relationship is still paramount.”
“Technology is vital to marketing today. Every facet of marketing uses technology. Technology and tools exist across a broad spectrum that includes social media, email, lead generation, customer relationships, personalization, advertising and data analysis to name a few.
Technology can enhance marketing but marketing still depends on the creativity and experience of talented marketers. Technology on it’s own is not enough and smart marketers don’t let it get in the way.
Marketing has always been about human connection. Customers want to know the story behind the brand. Successful companies establish a meaningful relationship with their customers to build brand loyalty and trust.
Technology can be used to assist in this process but it can’t replace the human touch. The stand out businesses are those that value human relationships and use technology to enhance the human relationship rather than replace it.”
Marketing exists without text. Yelling - err, word of mouth, yo!
“Yes. There are so many ways. Word of mouth, for example, is one of the most powerful types of marketing.”
“Of course! We've found in our business still above beyond one of the greatest ways our company grows is from word of mouth. If you have a great product or service you do not need technology to spread the word. Great example of this is Tesla.”
It exists without it, but tech gives it power.
“Technology is woven into the fabric of our lives and every facet of business today. As marketers, we choose the most effective tools, techniques and channels to convey our message, so we better make sure to take advantage of everything that is available to us.”
“A marketing strategy that doesn't include technology wouldn't be capable of monitoring the success or failure of the campaign and without technology how would you communicate your marketing message?”
"Marketing is marketing, and technology is helping up reach new audiences in profound. But old school tactics still work 100% of the time."
You can market without tech, but you won’t get much done.
“Technology is a means not a goal. Probably the most important part of marketing is the product itself - that matters much more than how good you are at tracking conversions, sharing on social media or optimizing spend.
Once you've got that right, the next step is great content to help your customer make the most out of your product. Once you have those two, technology is how you get the word out in the most efficient way.
So, the answer is yes, marketing can exist without tech, though I wouldn't recommend not using technology regardless!”
“The Internet is so integral to all marketing efforts now that any effort to market without technology is at best missing a huge opportunity and at worst is fundamentally flawed.
If we consider low tech marketing efforts like flyer distribution or even TV and Radio the next logical step would be to drive someone to a website. This then should help drive leads or sign ups to social or newsletters. It's all technology and it's all connected.
Of course. There are businesses that run from flyers and phone numbers but any serious company has a website and is on the pathway to a more technologically advanced marketing platform."
“Absolutely. Marketing covers any type of communication in any medium with the goal of creating a transaction. It is certainly not limited to any type of technology.
That being said, in the new age of technology, you must adapt in order to compete, with so many new ways of communicating it is important to learn, adapt and understand your audience.”
“Aside from the very few professions that solely rely on word of mouth marketing, technology can be a massive help to marketing today. Through the vast power of the Internet, marketers can learn more about their prospects and their preferences and approach them in the right Social Media Platform, at the right time and with the right message!
Bottom line: people do business with those they know, like and trust & technology can help us tremendously in this aspect.”
Marketing exists without tech. But you can’t forget your roots!
“The basic principles of marketing remain the same (for the most part) with or without technology.
However, in today's world smart use of technology can massively improve the results of your marketing efforts. But without an understanding of what marketing is about, you may look like one of those auto-DM senders on my twitter who think sending me a link to their book, software or product is smart and automated marketing.”
“It definitely still exists. Everything we do is marketing something. At the end of the day, the marketing done using technology are still using the same concepts from back in the day. We just have so much more channels now. I guarantee you that if you walk down a street, you'll see a lot of the businesses are still marketing the old fashioned way.”
“There are certainly aspects of marketing that happen outside of technology's reach, particularly the creative moments that produce really innovative campaigns. But effective execution and measurement is practically impossible without technological support.
Whether it's publication, distribution, amplification, or analytics, tech is an integral part of marketing. With all that said, marketers shouldn't become so dependent on technology that we stop trusting our own experience, intuition, and audience to guide us. Technology should be a means of helping us reach the next level of excellence, not an excuse to remain mired in the status quo.
Take the rise of agile marketing, for instance. Tools can help provide insight into team performance, but they can also produce meaningless metrics that distract us from our most pressing problems. We can get a lot of what we need from analog systems like sticky notes and white boards; technology should come into play when we need it, not just because it's available."
Marketing? Without tech? In 2017?
“Absolutely not. We're using technology in all parts of our lives from food and health to business and personal development - and marketing is no exception.
Marketing was reborn with the Internet and digital era, and now Inbound marketing is changing the game once again. Marketers are no longer (or at least they REALLY shouldn't be) intrusive and annoying disrupters of activities. With proper technology and methodology in place - like Inbound - marketers are now helpers and problem solvers.
The goal of marketing has to be to empower and educate prospects, guide them through their buyer journey, and help them make the best possible decision.
Technology has irretrievably changed the way companies communicate with prospects, switching from one-way mass-marketing blasting to two-way communication and focused targeting. Successful companies are focusing on providing the right, helpful, and valuable content to the right people at the right time, and technology is making it all possible.”
“No way - marketing deeply relies on martech nowadays, even if it's not online marketing.”
“Imagine a fish without water. Can it survive?
Marketing without technology in today’s age is like that fish. It simply cannot survive on its own. As a marketer, we always try to get that last mile information about our target audience, so we can craft a message or campaign that strike the chord with them.
To get that info, we need to get closer to our target audience. Thanks to the technology, we have so many new channels to get closer to them and understand their needs.
Imagine doing this data collection and analysis without technology.
With technology playing a vital role in almost all the facets of the marketing, we accept it or not, but: ‘Marketing without technology is not marketing at all.’
From creating a mockup to a full-fledged campaign, from integrating various systems via APIs to generate more leads to using advanced marketing automation to make the ‘lead to customer’ journey seamless, marketing and technology go hand in hand at every step."
Simply put: no.
“Many things but winner will be the one who gives you good insight, better user experience and personalization."
Marketing without tech? You can’t even tell them apart anymore. And it’s awesome.
“Marketing exists without technology. And yet they are inextricably bound together at the same time. How can this be? Take water. H2O. Water is oxygen and hydrogen.
Oxygen exists apart from hydrogen. They are both individual elements.
And yet they become inextricably linked when they join to become water. A NEW combination of both of these elements. Marketing and technology are exactly the same. They are both individual elements in business. Yet they have combined to create a new compound. Think of it as MARKETING WATER. Or M2T.
It is this new combination that is changing the game of business. M2T DOES NOT replace marketing. This is important. Most people, even professional marketers get confused about this. Marketing is still the process of ‘satisfying customer needs profitably’ (CIM definition). And technology is still, well, technology. But MARKETING WATER, or M2T offers us new and exciting ways to play the game. It allows you to deliver experiences and value in ways that were never before possible."