The evolution of marketing technology has evolved by leaps and bounds, providing marketers unique tools to reach their audience in a single, automated swoop. Marketing technology nowadays empowers marketers to communicate with their global network of potential and existing customers. The dynamic puissance of a simple automated campaign is boundless, organizationally impactful, yet also extremely dangerous when in the wrong, albeit untrained, hands.

In a flattening world with compressed populations, organizations from corporations to colleges and universities strive to attract individuals from around the globe. Sometimes this works, and sometimes it doesn’t, its success depending on the culture surrounding it.