With the vast amount of technology within a marketer’s grasp, how does a marketer best implement technology into their work?

Ryan Buma, group VP of AppCloud at Oracle Marketing Cloud, and Ron Corbisier, CEO of Relationship One, talked about implementing marketing technology with John Furrier (@furrier), cohost of theCUBE, from the SiliconANGLE Media team, during the Oracle Modern Marketing Experience 2016 in Las Vegas.

Leveling up a marketing strategy 

“[There’s] this mass amount of technology that’s part of a marketer’s toolkit, ” said Corbisier. “The problem is the vast majority of them are closed. They’re not open. They don’t connect.”

When investing in a technology platform, a company has to focus on connecting and implementing those systems together. “You have to think of the total coast of ownership,” he explained. “They have to plug and play very easily.”

Delivery challenges in marketing

For marketing now, the activities are much more complex. “It’s no longer, ‘I’m going to create the brand, and the voice of the brand, and the logo,'” said Buma. “That’s important still, but there are so many more marketing activities going on, and all of that has to get integrated to a centralized strategy.”

According to Buma, successful companies must have a full-service capability — everything from branding to technical innovation.

Watch the full video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by SiliconANGLE