Marketing Technology: A Look Ahead

With a Bachelor of Science in Public Relations, my passion for Marketing stems from a love for PR. Having taken a Jr. Media Performance job right out of college to run Google ad campaigns daily and followed up with a role as a media buyer, the way I looked at PR changed drastically at the very start of my career.

Where I was once engulfed in writing and communications strategies and relationship-building, I then found myself in a world anchored by data – something not yet fully harnessed by the PR world. I believe there is a shift taking place in the PR industry being led by technology, and I think this will change its role in the Marketing mix.

On the topic of technology, the intricacies of programmatic don’t cease to surprise me. Every year, auction times are reduced, targeting methods are enhanced and transparency is improved. I would love to apply such granular targeting methods to PR efforts. Understanding news stations’ and publications’ readership mix at that granular level would help PR professionals target pitching. In a profession where your time is your currency, this could be a game-changer.

One marketing channel that I haven’t yet been able to fully employ is Google Ads (particularly display). With such endless options for customization and targeting, it’s a platform I would like to spend more time working with. The concept of A/B testing is one of my favorites. I always write down which ad I think will perform better and am usually surprised.

All in all, I’m excited about the future of technology in the Marketing industry. With brilliant tools like Salesforce and Meltwater paving the way, the opportunities seem endless.