This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is one of Australia’s leaders in data-driven marketing. Helping navigate through the bells, whistles and hype to identify genuine marketing value when it comes to technology, digital activity, and the resulting data footprint.
For the fourth post in the Become an Instant Expert series, we have focused on Digital and Technology alignment.
It’s just normal isn’t it?
Firstly, we should preface by saying that the digital and technology world has been normal for you, as you were born into it.
So for many of you, you may be leading your marketing team on initiatives and ideas. But as you know what is normal now, won’t be normal in the future.
The future is not normal
The rate of change is getting faster and faster, as we enter the 4th industrial revolution with the advent of robotics, autonomous transport, artificial intelligence, infinite computing, and nanotechnology.
These technology advances are completely changing the way that we live, work, relate to each other, and create ways to solve the challenges that keep us up at night.
We would like to outline four key areas for you to be aware of when proposing digital and technology driven ideas:
- What are you trying to achieve with the technology?
- How will it affect the total user journey and experience?
- How will you measure whether it has been a success?
- How will you glean insights from all the resulting data collected?
What are you trying to achieve with the technology?
These sound like basic questions, however we regularly see organisations fast tracking a technology implementation, only to discover that they haven’t set clear objectives, beyond wanting a shiny toy.
It’s critical to be clear on why you want to use a specific technology, and to define how it will meet both marketing and business objectives.
The key here is making sure that any marketing technology solution has been chosen to deliver on clear marketing objectives: eg:
- help drive greater awareness
- deepen prospect engagement and knowledge gathering
- deliver better acquisition conversion
- improve customer experience and retention rates
- become part of a community of like-minded people
Once defined, you need to be clear how the solution will actually help deliver on your overall business objectives.
Now typically that’s not the domain of a junior marketer. However to fast track your career, the more you can ground your knowledge in linking marketing activity to delivering on your business objectives the better. It means that you’re thinking about how to deliver value to your business, rather than looking at the solution from technical or cost-only points of view.
The good news is that you don’t have to solve this yourself.
You can push your manager or technology vendors with the questions so that they can provide the answers.