Today they are very intertwined. I think you may have both a marketing strategy and a technology strategy within your business plan, but a marketing strategy needs to take technology into account.
In marketing, one of the most (possibly the most important) important pieces of any plan is quantification. Technology is a great way to achieve quantification and be able to track the success of marketing campaigns and what changes make the most impact.
I am reading a good book called The E-Myth Revisited by Michael Gerber and it basically uses the example in the book that if one day you try a sales pitch on the phone and change it the next, but have no way to quantify the effect, you can't evolve.
My company, Insivia, provides software that makes marketing quantifiable.
A CRM (Customer Relationship Management) system lets you track customers and sales.
An E-Mail marketing software that tracks who opens e-mails and what they click.
Tie that in with a Web site Management tool that lets you know where people visit on your site whether from the an e-mail or a Google Ads campaign.
I could go on and on with software that helps quantify marketing.
I think my major point would be that before starting any marketing program, you should have the plan and systems in place to track and analyze it. Otherwise you are wasting your marketing dollars and have no way to tell what works.
So, the answer. Yes, technology should not just tie into your marketing plan, it should be the foundation of it.
