The ‘Game Changers – Innovations across Data, Digital, and Programmatic for 2016′, hosted by Benchmarketing in partnership with TrinityP3, was held on 19th November in Sydney.
It finished with some inspiring words from the CEO of Benchmarketing, Ori Gold.
“The marketing landscape is changing. It’s reforming every day. In order to succeed in such an uncertain and hyperdynamic environment, businesses need the right tools, and the right knowledge. But above all, its needs leaders; critical thinkers who can carry the change throughout the business and within. The game changers,” he said.
So what is changing in the marketing world that is unsettling traditional business structures and processes?
Yup, it’s our favourite toy; technology.
Proving it can pull in a crowd, a group of 40+ marketers gathered for the afternoon to listen to a host of key industry speakers to talk about the changing marketing landscape and where programmatic and data fit into all of that.
Speakers included Benchmarketing’s CMO, Gil Snir, and guest speakers Ahmad Racheha, Entrepreneur-In-Residence at Westpac, Vanessa Stavrou, Head of Marketing, at Contiki, and Darren Woolley, Chairman of the Board, Australian Marketing Institute.
There were lots of good points raised, however the overarching theme – like in most technology companies right now – was a focus on the customer, with particular reference to the use of data and programmatic tools to help businesses understand the ‘journey’.
Our key take-away’s:
Technology allows mass marketing to be personalized – something the industry has struggled with in the past.
According to Gil Snir, there are three rules to programmatic conversations:
2.Define audiences and creative
3.Create automation and connect teams
Don’t assume your audience is static or of the same value, or at the same level in the sales cycle.
Segment your audience and create cookie ponds, not cookies pools. Implement programmatic carefully.
Gil says, “Programmatic marketing can be agile and it can be fat. You can waste a lot of money, or you can do it carefully and incrementally. And once you start segmenting audiences that is when you get to control the play.”
Create rules around your audience, based on the data you have, and feed this into ads. But instead of creating a few ad options and variations, programmatic can be used to create combinations – and lots of them.
Gil also warned that marketing and digital teams needed to come together in synergy. To change the dynamic and work together for better insights and better results.
Continuing with the theme of ‘change’, Darren Woolley gave his talk on business structures and how technology is forcing businesses to remodel themselves in order to walk through what is a complex marketplace.
He thanks technology for the now infinite number of ways customers can spend money. Social media has enabled customers to talk back, which has meant companies must be responsible for their actions.
“We need to create the optimal experience at every touchpoint. We can only do that through technology and the use of programmatic… Be responsive to individual needs, when they want it and where they want it.”
“Marketers need to lead businesses to the customer, not the customer to the business,” says Darren.
Vanessa Stavrou took to the stage to talk about tools that her team at Contiki have used to market the brand. She spoke about the use of virtual reality to show customers footage of cliff diving off the Amalfi Coast, and the social army of brand advocates they have built by leveraging employees and social media tools.
Ahmad Racheha spoke about wearables, and Fintech for payments, local based bank marketing and invisible payments (think UBER).
What challenges are we up against?
For programmatic technology, the future is bright, however there are some shared challenges experienced across the board, that have more to do with people, than technology.
In short, data and technology has evolved so fast that marketers can’t keep up. Being a generalist is no longer relevant.
Moving forward, companies need specialised marketers, one who knows data and numbers, and who can understand the insights, and one who is a customer marketer; who is going to challenge the data marketer.
Silo’s need to be broken, teams need to communicate ideas and key decision makers need to do some self-learning around technologies to make better business decisions.