SEPTEMBER - OCTOBER 2025CIOAPPLICATIONS.COM8CIO InsightsCXO InsightsIn My ViewAHow Modern Marketing leverages Marketing Technology to boost Growth and Customer ValueKEVIN BROWN, HEAD OF MARKETING TECHNOLOGY, LEASEPLANs the world becomes more technology-driven, more and more people are using methods catered to their own needs in how they live their life. The market is changing and so is marketing for both businesses and consumers.Traditional marketing planned for big billboards, TV ads and newspaper ads. With this new method of marketing, companies need to use a method that appeals to your personal needs to grab your attention.Nike recently created a personalized trainer app that tracks your stats, sends reminders to exercise based on trends showing you're slacking (i.e. if you haven't been going to the gym lately). They also partnered with Apple so that the app could be synced with their new Watch making it easier for people who don't have time to use their phone or computer on a regular basis. This is just one example of the many different ways companies are reinventing marketing in order to adapt to this new generation.This is not just my hands-on personal experience as a Head of Marketing Technology by LeasePlan and a co-founder of RedCard.Digital. There is evidence: Your customers, just like any other B2B and B2C customer, learn, buy, and get service through digital channels. Digital is an integrated part of everyone's (work)life. This doesn't mean that all journeys are 100% digital, always and everywhere. Depending on the industry you are in, your customers' journey is either 100% or partially online. Some journeys very much depend on valuable human interaction or experiencing a product in real life. But Online or Offline, experience matters! Any experience should be seamless, relevant, and personal. In this way it will help your business to smoothen the path towards sustainable growth and increased customer value. Kevin Brown
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