With the bulk of Salesforce’s business coming from its CRM technology and Adobe working so heavily in the creative cloud space, the company formerly known as IBM Watson Marketing believes it has found a gap in the market.
Now named Acoustic, after being sold off by IBM to Centerbridge Partners in April this year, the company is selling itself as “the only marketing cloud vendor that’s focused exclusively on marketers”.
“When I look at folks like Salesforce and Adobe, they’re doing a lot of different things… it’s not this type of marketing cloud technology,” said Acoustic senior vice president of product management Jay Henderson in Sydney last week.
“I think they’re a little vulnerable, that they’re very distracted with lots of different things, whether it’s ecommerce or data integration or all of the different things they’ve acquired.
“Frankly, the tools that are in the market today are not helping marketers create these great experiences, I think there’s a big void in the market that Acoustic can fill.”
Acoustic has been openly critical of the marketing cloud industry as it stands from day one, when company CEO Mark Simpson penned a blog post describing the “mediocrity” in the industry.
And while the separation from IBM in Australia is still yet to be finalised, the company touts its independence as a key differentiator from competitors.
Henderson the company is now able to rebuild the architecture “from the ground up”, something he believes competitors are not able to do due to the pressures that come with being large, publicly-listed companies.
AI at the core
With an inextricable link to IBM Watson, artificial intelligence is still a key component for the company.
But again, Acoustic wants to do it differently to its competitors.
“Most exciting for impact, is that we’re taking a slightly different approach to AI than I think our competitors have,” Henderson said.
“I think marketers, generally at the moment, have a little bit of fatigue around the way we’ve all talked about AI.”
And while AI ‘fatigue’ might be beginning to set in, Henderson predicted a significant period of change in the short-term.
“I think [AI] is going to drive a whole wave of change that, frankly, will change the industry more in the next five years than what we’ve seen in the last 25 years,” he said.
But for this transformation to come to fruition, businesses need to have the right talent and tools in place.
Henderson said he hopes Acoustic can relieve businesses of the struggle that is hiring data scientists.
“Companies are really struggling to hire data scientists, to find good ones who aren’t just ‘number slingers’ or ‘algorithm guys’, but who actually understand the business and can apply the technology.
“There aren’t enough of them, they’re hard to find, they’re expensive. So my feeling is that what marketers really need is not to go hire a team of 50 data scientists, but to have better capabilities infused into the products that they have.”
This doesn’t necessarily mean Acoustic is looking to put data scientists out of work, rather, Henderson said the hope is these staff can be “repurposed to higher-value tasks”.
“I think there are huge opportunities for the data scientists you have to add tremendous value, but you shouldn’t need them to do mundane or routine things.”
Australia’s advertising market has stepped up its strong COVID recovery by creating history in June after delivering the largest month of ad spend ever recorded in a first half period in SMI history, with the feat also ensuring the market total was above the pre-COVID levels of June 2019. Total bookings soared 44.3 per cent […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Following on the success of last year’s Think with Google ‘Rethink The Mix’ campaign, this week sees the brand inviting marketers to ‘Rethink the Line’ via a campaign created by The Hallway. The campaign is spearheaded by a video that tells the story of ‘The Line’ via animation and is complemented by a collection of shorter videos and banner […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]
This comment piece is by Jasmin Bedir, CEO of Innocean and founder of FckTheCupcakes. It’s been a month since Zoe Scaman’s amazing article. When I read it, I kept nodding along and readied myself for an industry discussion in Australia. But nothing happened. Not a peep. And it’s not because we’re so much better in […]
Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]
Red Havas has announced the appointment of Haylie Marchant to the role of executive director, Red Havas Brisbane. In addition to leading the agency to drive growth in the Brisbane market, Haylie will also join the Red Havas national senior management team. Marchant brings 15 years experience building and running successful agencies in Australia and […]
After three years as executive creative director, Vince Lagana has departed The Monkeys to explore new interests and opportunities. Lagana said: “I’ve really enjoyed these three years as ECD at The Monkeys but now feels like the right time in my career to pursue other new and exciting opportunities. I’m proud to have worked on […]
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]