The adoption of cloud technology by brands is significantly changing the job description of a marketer, according to the NRMA’s general manager of marketing, Jana Kotatko.
Speaking at a roundtable event in Sydney today hosted by Oracle, Kotatko said its recent adoption of the software company’s cloud technology has fundamentally changed the day-to-day role of its marketers.
“What they came in and did on the Friday before we went live over the weekend [four weeks ago] to the Monday, they are now in control and accountable end to end for their campaigns,” she said.
“Their ability to get a campaign in market within literally hours versus weeks and months, to be able to pull their segment, pick their channels, execute their campaign, be able to see results within literally seconds of sending the campaign live, to then optimise around different variants that they may have loaded into the campaign and then be able to see those results to optimise for future campaigns, all happened seamlessly.
“Previously that would have been sitting across maybe four [or] five individuals spanning two or three departments, and now it very much sits in the hands of the marketer.”
Kotatko said that while Oracle Cloud it has made the role of a data scientist so much more interesting “because now they’re actually doing what they love”, the challenge in the marketing department will be changing the mindset that “it’s not for everyone”.
“There’s a lot of people still holding onto the old world of ‘Well, I’m a campaign manager and my job’s to do the creative’,” she said.
“There’s still a very important role for that, but increasingly we need curious, data-driven, analytical, critical-thinking marketers who are loving the opportunity and autonomy they’ve got now to go looking for the segments, pulling their data, looking at the results and then playing around with optimising.
“That for me is the new marketer – the blend of science and marketing will come together if it hasn’t already. That’s what the job description is going forward. It’s a massive people/cultural change piece that can’t be underestimated as you roll out any of these programs.”
Kotatko added that the adoption of the cloud-based marketing platform has radically changed the approach her organisation is taking when it comes to targeted marketing campaigns.
“For us it is less about being focused on the underlying technology and more about being able to create campaigns that resonate with various target segments,” she said.
“The cloud allows us to achieve this in ways that previously were not possible.”
Kotatko said the NRMA was now able to launch a new campaign, monitor response and then quickly adjust components as required.
“Being able to do this in such an agile way means we can gain optimal results in terms of ROI on our marketing spend,” she said.