Marketing technology isn’t just software you buy — it’s also software you create. Web applications, widgets, Facebook apps, iPhone apps, Android apps, interactive ads, the semantic web, and even the connected features of your products are now part of marketing’s realm.

Digital marketing has grown far beyond the web site. As marketers, we now manage a vast,extended web that includes landing pages, microsites, social media outposts, mobile apps, dynamic ads and more. I view this as a kind of solar system model, with many platform planets orbiting your central marketing strategy.

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