Sure, Tech’s Important, But Don’t Forget The People, Too!
In this guest post, Mailee Creacy (pictured below), country manager at Rocket Fuel ANZ, says too many Aussie marketers are being bogged down by the latest tech, and, in doing so, we’ve forgotten the poor old customer…
When I think about the adtech industry – one whose very existence depends on influencing customer behaviour – it’s ironic that so much of our marketing to brands and agencies is driven by our technology, and not our customers.
While cutting-edge technology and innovative new features are exciting to talk about, it’s too often through these features and technologies that we frame our conversations about how we can improve business, solve problems or drive solutions for our customers. In the process, the very people we’re trying to reach get buried under all these technology “stacks,” and have a harder time understanding what is being offered.
If we want our industry to succeed, we need to get back to focusing on the customers. There isn’t an app for that – it’s about effectively changing the relationships between key function areas, and in order to do this, it’s time to start listening differently.
It all starts in the responsible hands of sales. When a seller works toward making a sale, they actively listen to what the customer is saying so that they can turn that feedback into action for their own company – action that informs not just how you sell, but also what you build.
For example, many marketing teams are heavily focused on an inordinate number of events that typically treat the customer as a secondary concern. Instead, the time and money spent on these could be put back into focusing on customer accounts and learning from them. In marketing there are a lot of constant iterations. We have all worked on customer case studies and references before, but how do we use these when we’re thinking in terms of an account-based approach or looking at feedback from the perspective of a vertical, a particular product offering or solution? Marketers need to learn from our case studies and ask the necessary questions. How does the seller provide value to the customer? How does marketing help the customer understand the value? How does marketing help the seller understand the customer? This is where the marketing team needs to work closely with the sales team to put the customer first.
Today, engineers are seen as the brains behind the projects. They build the products and they know them best. Then they share their creations with the product teams, who know the technology slightly less. The product teams share their knowledge with the marketing team, who know it slightly less than the product team, and so on, all the way down to the customer. Marketing and sales then, should filter all the information they gather up to the product and engineering teams. If the customer feedback dies with the sales and marketing teams, was there really an action or effort taken to improve a product or service?
Today’s businesses are often so technology-driven that some have created labs or think tanks to fuel the creation of new products and ideas. As marketers, it is our job to begin thinking about how to package and position the innovations stemming from these labs and develop a plan for how to take these new products to market.
This is the difficult part and often the moment of translation when much of the larger, customer-oriented message is lost. You end up instead with a message laden with acronyms and rich with detail, and not a coherent, comprehensive, easily understandable picture. Ultimately, all of the hard work and dedication of every team involved — engineering, products, marketing — trying to promote all the new technology being created goes to waste.
To ensure that a circle of communication is happening, one that links and aligns every group in the organisation to listen to and act for the customer, give each team one point of contact in charge of making sure the rest of the team is aware of what is going on with other divisions. Their focus is on guaranteeing transparency and communication internally so that no one department is dropping the ball.
If we can all come together to make this cycle a reality, it won’t be long before we evolve from an industry narrowly focused on technology, to a more customer-centric industry. In the end, this will lead to more effective products, happier customers, and a more successful adtech industry.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.