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Use of digital tools in marketing.

In the older days of marketing, back in the early 2000s, a few chief marketing officers invested in some rudimentary tools designed to help better manage their campaigns and audiences. They sought to organize, analyze and improve performance, and thus created the first marketing technology stacks-integrated systems that brought order, unlocked targeted campaigns and personalized messages for better results.

The changes to the industry have been particularly rapid and widely adopted by credit unions. In 2011, there were approximately 150 companies offering marketing technology. Now, there are more than 6,800 technology-based tools including direct response, mobile marketing, marketing automation, contact centers and data analytics.

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