Andy on Twitter

  • Well, I’m furious at him and the equally draconian policies of NSW Govt. Seems you can do whatever you like in Gov… ,
  • Impression is Govt as a whole knows how to implement draconian policies with no public engagement or addressing dow… ,
  • And why not fix the crappy Covid App and make it a requirement to have it and your mobile with you at all times so… ,
  • I’ve just done 14 days self isolation on returning from Vic. Isn’t hard to do. And would have been happy to pay for… ,
  • This is just another example of heavy handed Govt policies with little thought for business or personal impacts. Al… ,
  • NSW latest move to force residents returning from Vic into mandatory isolation is poorly thought out. Instead just… ,
  • NZ needs this, Australia needs this. Instead of heavy handed Government policies implemented in the main without a… ,
  • Well, my Mac is over at the Apple Hospital being repaired - keyboard failure... iPad is worthless as a business too… ,
  • It's time to Dub on Telstra - more on the Dubber news from yesterday. ,
  • Big move by in going native on the Telstra network for Liberate, TIPT and SIP. Game changer… ,
  • Ummm... Yep... mess is an understatement 'A complete mess': angry business demands clarity from Victoria -… ,
  • Great piece from Stephane on Tokenized Banking and how it creates a better banking experience. Great prod… ,
  • Yep, those are the questions to ask. ,
  • Might just be me but feels like has descended into product and app anarchy. An S1 controller and now I need… ,
  • Gald to see this. The amount of corrupt marketing undertaken by Bitcoin companies is staggering. Steve Wozniak sues… ,
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Where Martech Went Wrong

The current preoccupation with Martech as fancy CRM and demand generation is as baffling as it is strategically off-base.

The programmatic train-wreck occurs daily with corporates over-spending and under-auditing. Stupid is as stupid does. Most Martech investments are failing to deliver anything like the ROI promised while unleashing a wall of spam on unsuspecting and unwanting customers. And, marketers continue to chase the latest, bring shiny tool rather than returning to fundamentals.

Meanwhile, retail and distribution is being monumentally disrupted by voice and services such as Amazon Prime. Marketers need to look at Martech as the enablement of products and services, not just the distribution of messages and offers. Where is your voice strategy? Where is your ‘presence’ strategy for meeting customers in new places? How do you partner deeply with Google and others to counter Amazon?

I’d say one in ten marketers I speak to are working strategies that go beyond the 15 year Martech journey we’ve all been on. Instead that work has been left to chief digital and marketing officers. In doing so, they are ceding marketings vital role in architecting customer experience. More importantly, they are loosing touch and control of what will be one of the most important distribution and media channels emerging.

It’s time to rethink your Martech strategy.

 

 

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