New Forum for Marketing IT Celebrates Its Debut at CeBIT

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Marketing meets IT” @ CeBIT

Hannover/Karlsruhe, Germany – 21st January, 2013. Under the title “Marketing
meets IT”, enterprise software for marketing will have its own place at this
year’s CeBIT (March 5 – 9 in Hannover) for the first time. In a special
display area in Hall 6, multiple providers will inform people about their
solutions and offer trade professionals a forum for exchange about topics
such as Marketing Resource Management, Marketing Process Optimization, and
database publishing. Embedded in the “Business IT – everything for
operational processes” area of the trade fair, the “Marketing meets IT”
booth initiated by BrandMaker will be directly adjacent to the corresponding
special areas for Customer Relationship Management and Business
Intelligence.

As a significant discipline of “marketing IT”, Marketing Resource Management
(MRM) has established itself firmly as an independent method at many
companies – just like Enterprise Resource Planning (ERP), which has been
standard for a long time. According to leading analysts, marketing-specific
enterprise software is among the fastest-growing market segments in IT, with
growth rates in the high double digits.

“IT makes marketing more transparent and connects it more closely with
corresponding corporate processes”, says CMO Andreas Dürr of Europe’s
leading MRM provider BrandMaker. “Marketing thus becomes a strategic control
function in companies once again. Creating a central contact point for the
topic of ‘Marketing meets IT’ at CeBIT, the leading trade fair for
enterprise solutions, is only logical.”

Marketing IT allows the efficient control of complex marketing workflows and
makes marketing communication manageable despite ever more differentiated
media channels. It covers the entire process from planning and budgeting to
operative implementation on through to performance evaluation. Other
important subjects are digital asset management, product information
management, database publishing, the automation of the production and
logistics of advertising materials, local area marketing, and campaign
management.

As a new discipline in the enterprise software area, marketing IT has
developed into a key technology for the advertising business in just a few
years. The special display area is in Hall 6, Booth C08/120.

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