Much has changed since the early days of “digital transformation,” and marketers are increasingly caught up in the finer details of data and technology. Collaboration and partnership remain the keystone of all of this.
Last month I went to an ecommerce and martech show for the first time since 2013.
At the time, stories of replatforming and digital transformation were commonplace, as was general gnashing of teeth about legacy technologies. The term “digital” was still a cool word in itself. The Harlem Shake had just gone viral. Instagram had just received a video. Shopify was working on an integrated payment system. Some young people could still afford to live in London.
Moving forward to today, I wasn’t sure what to expect from a martech show in 2024, but my first impression was that for many SaaS companies, the choice between “selling the benefits” or “selling the functionalities” quickly established itself. become simply “selling AI”.
