News release

Date: 21st January 2013

New Forum for Marketing IT Celebrates Its Debut at CeBIT

“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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