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4 Ways to Manage the Marketing Technology Landscape
1. Drive some cadence around the chaos - The task of deciding which technology to choose in a landscape that boasts over 1,000 marketing technology companies offering different capabilities is like choosing a needle in a haystack. Is it any wonder that 81% of large companies now have a chief marketing technologist role? Gupta and his team created a framework to manage the chaos that allows them to break down their technology needs into three buckets - enterprise, tactical and innovation. Because the need, impact, investment and speed across that landscape vary tremendously, this framework helps them to define the right capabilities for their brands to engage with consumers, which capabilities are really relevant to their brand, which are the right partners to enable those capabilities and how these capabilities work together.
2. Create a seamless experience for the consumer - In order to create a seamless experience for the consumer, it's important to not look at technologies in isolation, but to use data and technology to weave these capabilities into each other. When looking at the marketing technology landscape you need to first identify the role and responsibility of each one of those capabilities and stick with those that complement the different technologies you already have in your landscape and make sure they are talking to each other.
3. Invest in digital innovation - In order to stay ahead of innovation, Gupta has also started to ear mark a special budget for emerging technologies, which he defines as solutions that already exist but have not yet been tapped into by their brands. His team has an ongoing way of evaluating new capabilities on a weekly basis, as a proactive way of keeping on top of what is happening in the world. At the same time, they are building new partnerships with agencies that are helping them to connect with everything that is going on in Silicon Valley.
4. Eliminate the line between marketing and IT - At the end of the day, both marketing and IT are in service of the brand with the common objective to enable their local brands to win across the globe. In order to work seamlessly with IT to create that seamless experience for the consumer, Gupta's team has created a marketing technology group that is at the intersection of the marketing and the IT organization. The group is made up of marketing technologists and IT professionals that understand the nuances of marketing. One is looking at brands, agencies, marketing capabilities, speed, agility, analytics and data to drive consumer experience. The other is looking at technology parts, architecture, scale, security and performance.
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Via Marteq
I love the first one: drive cadence around the chaos. It's a huge external issue, and it needs resolution across all sizes of organizations.