By AdExchanger Guest Columnist
Tuesday, November 15th, 2022 – 12:35 am
Katie KlumperCEO and Founder
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Katie Klumper, CEO and founder of Black Glass.
Marketers are hard at work gearing up for the next frontier of AI, IoT and Web3, while navigating the headwinds of cookie and mobile ID deprecation.
In this environment, technology has become a marketer’s best friend. Brands are funneling enormous resources into an ever-expanding universe of capabilities like customer data and CRM platforms to segment audiences, and then deliver marketing automation and personalized communications at scale, ever improving and deepening the connection between brand and customer.
Indeed, it’s the single biggest component of marketing budgets at 26%.
Yet only about half of marketers are utilizing the full breadth of capabilities of their marketing tech stack. What’s more, more than 60% of marketers reportedly lack the ability to measure marketing impact, track customer engagement or create a unified data foundation.
How then can marketers get back on track toward more effective technology usage, and ultimately better ROI?
Give technology a clear role
Technology mentor and advisor Nadjia Yousif asks, “What if we treated technology like a team member?”
Try this approach and think of technology as having its own identity – as if it were a “member” of your organizational chart. This will incentivize leaders to evaluate its performance and give decision makers a better sense of how tools contribute not only to marketing performance, but also to broader enterprise goals.
Marketers will instinctively reduce decisions that don’t support the larger organization’s goals. They will therefore stave off an array of unwanted outcomes including…
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