How To Make Martech Sing – Matt Popkes On The Missing Piece
In this op-ed, Matt Popkes of WPP’s The Brand Agency explains that how you operationalise marketing technology is what really delivers a return on investment
Marketing technology has revolutionised communications with customers. From automation of communications that were previously manual, to better and more informed customer segmentation, to content personalisation, to better media asset management, to improved frequencies (whether that’s up or down), to adding or removing channels and improving the management of all that data – none of this would be possible without the marketing technology options now available.
The road to marketing technology implementation is paved with good intentions. However, ambitious enterprise-level marketing technology initiatives do not end with implementation; it is the optimum operationalisation of that investment that ensures returns will be delivered.
Part of the problem is that large organisations often underestimate the ongoing internal resource and expertise needed to operationalise and reap the rewards of introducing – or migrating to new – marketing technology platforms. Internal expertise and resource to operate these technologies will ensure that they sing – and sing loudly so that they provide a measurable return.
Harnessing extreme functionality
A highly sophisticated martech stack – that should deliver the best business results – will fail to do so if the technology is not stretched and a ‘light’ version is implemented instead. Time and again we have seen this result from a dearth of in-house expertise at the time of implementation. Avoiding this mismatch between system capability and the expertise of those implementing it is what marketing agencies bring to the table.
Further, the assets created as part of campaign-based work should be built with the new platform in mind. It is so easy to default to traditional executions of campaign assets without considering how to change things up given the opportunities afforded by new technology. It is for everyone to think about how a campaign could land (given enhancements in technology) going forward and to change things in synch with new capabilities.
But what we have also observed is that any decoupling of the growth/marketing function from the technology function will stunt the potential of the platform deployed. If a company siloes martech knowledge in the IT department, so many marketing possibilities will be stunted. New technology calls for cross-function collaboration.
And we have identified an internal communications problem too. Technology capability should not be communicated as a huge chart that identifies all the different systems available. There are now 9,900 different martech solutions on the market that are mapped into 49 different categories – this ecosystem of tools is already too big to chart. We are at the stage where it is easy to be overwhelmed by the sheer number of options available; and being overwhelmed is not good for business.
We, in the martech discipline, do not want to overwhelm our creative colleagues who populate the systems we implement. We want to work in step with them so that the best creative work reaches the furthest audiences and deliver that return on investment for the client.
Neither do we want eyes to glaze over as we talk through our alphabet soup of acronyms. We must find a better way to communicate the possibilities and take other disciplines with us. And we must demonstrate the goal of new system implementation. There must be a point to all this; and it must be communicated well.
The five stages of martech implementation
At the heart of all of this are humans. Anyone who has worked on a marketing technology initiative will have been through five stages of emotion. From denial to anger to bargaining to depression and then to acceptance – all these emotions tend to be surfaced during platform implementation.
The road to achieving a 360-degree view of the customer is complicated and lengthy. But the reality is that there is no real finish line. What is more, platform implementation requires buy-in from a long list of stakeholders with different skill sets and varying perspectives from across an organisation.
And business objectives must be balanced and commercial. So, if you’re collecting and storing more customer data, what’s in that for the customer? And how has the customer experience improved because of the new system?
Standing up a new platform or solution architecture is always step one in a lengthy and complicated process. Anyone going into an implementation phase needs to accept that they might ordinarily be used to working in a team of, say, 100 people. Going forward, they must think about working in a team of 2,000.
Please login with linkedin to comment
MartechLatest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.