The one constant catalyst for change in consumerism over the past 15 years+ has been technology and its consistent, pervasive march into almost every facet of our lives. So, if you want to find the customers and create more meaningful customer experiences, you have to find your happy place in the merged world of marketing and technology: enter marketing technology or “martech.”
Scott Brinker, cofounder and CEO of ion interactive, said in a recent McKinsey Digital piece, “Marketing has fundamentally become a technology-powered discipline, and it’s leading to the rise of new kinds of marketing professionals.” In other words, not only is technology changing marketing every day, but the world of marketing itself – and the players within – is like a whole new continent waiting to be discovered, to be explored.
Marketing technology gives the biggest marketers and the newest start-ups the same vast opportunities to connect with consumers. Strategically using technology in marketing also gives us the opportunity to rethink, reimagine, and redesign the way we approach a campaign. For example, with analytics available that connect the dots of global big data in real-time, you’re not only testing a current campaign, but also simultaneously creating predictions about the next one.
Marketing technology is about merging two completely different sciences, different personalities, into one super-genius: a chance to break down barriers between traditional IT and marketing to create something new, better, smarter, faster, and infinitely more interesting! Experiment with data, platforms, and innovation, and put it together with the creative, savvy marketing mind, and great customer experiences are bound to happen.
And the truth is, marketing technology will continue to grow and fuse together whether or not you choose to merge the two in your enterprise now or later; but the sooner you meet that challenge head-on, get some expertise in place and roll out some strategy, the sooner you’ll see results in action, connecting your brands to customers. (And hey, there’s already a term for that, so get on board, already.)
How are you using marketing technology to create more meaningful customer experiences? Please share your feedback in the comments.