THEPROBLEMWITHMARTECH

FABIANDELHAXHEHeadofDigitalStrategy &Transformation

MarTech is the blending of marketing and technology. Virtually anyone involved withdigital marketing is dealing with martech, since digital by its very nature istechnologically-based. The term “martech” especially applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives.

WHATISMARTECH?

WHYYOUNEEDMARTECH

Source: The New Digital Devide, Whitebook Deloitte 4/2014

BY202190%OFALLCONSUMERACTIONSWILLBESUPPORTEDBYDIGITAL.

Source: Google & Milward Brown Digital Study, 2014

89%OFB2BBUYERSUSETHEINTERNET AND42%OFTHEMUSEAMOBILEDEVICEDURING

THEB2BPURCHASINGPROCESS.

WECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAYWECHECKOURSMARTPHONEMORETHAN150TIMESADAY

…

INSHORT,BEHAVIOURSHAVECHANGED

ANDNEEDSTOO!

CUSTOMEREXPERIENCE DIGITALBUSINESS TECHNOLOGY DATA-DRIVENMARKETING

The CMO is responsible for the design & the management of the CX across all (digital) channels.

In most cases, the CMO now leads the organisation’s digital

transformation resulting in business model innovation.

The CMO is about to spend more in technology than the CIO and an alignment is mandatory.

The CMO must decide, automate and provide

personalisation based on data analytics.

BUILDINGYOURMARKETINGTECHNOLOGYSTACKISAMUST!

WHATISAMARTECHSTACK?

A Marketing Technology Stack is the consistent set of technologies used by a marketing department to support its processes and achieve efficiently its business goals.

BUTTHEMARTECHLANDSCAPEISLARGEANDISJUSTGETTING LARGER...

YOUARENOTAMARKETINGTECHNOLOGISTSO,THEPROBLEM/QUESTIONIS

“HOWTONAVIGATETHROUGHTHISOCEANOFMARTECH?”

HEREARE

TOBUILDYOURMARTECHSTACK

4TIPS

1.SETYOURMOSTIMPORTANTMARKETINGGOALS

WHATDOYOUWANTOACHIEVE?

2.STARTWITHTHEBASICS

CRMCMS

3.KNOWTHEPROBLEMSYOUWANTTOSOLVE

WHATARETHEPROCESSESYOUARETRYINGTOSUPPORT?

4.EVALUATEPOSSIBLESOLUTIONS

FREETRIAL?

24

OURMARKETINGTECHNOLOGISTSCANHELPYOU…

SELECTWerecommendthesolutionsthatfityourbudget,needsandenvironmentbest.

IMPLEMENTWeintegrateallyour

marketingtechnologiesintoaconsistentstack.

USEWedesignprocessesand

coachyourstafftomakethemostoutofyourinvestments.

NEEDHELPTOBUILDYOURMARTECHSTACK?

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