The 5th annual MarketingTech SMART brought together leading innovative technologists Scott Brinker, Jack Philbin, Matt Bailey, and Steve Susina for trends to watch to stay ahead of the competition, here we go!
“Hacking Marketing: The Amazing Convergence of Marketing & Software”
In a world with more than 3,500 marketing technology solutions, Scott Brinker started the day off by sharing that we need to be less tactical and more process focused to succeed with marketing technology. The cloud, MarTech stack, and trending marketing tactics significantly magnify marketing effectiveness and dare we say, drastically impact our objectives. With the convergence of marketing and software, marketing tactical approaches are starting to show signs of ineffectiveness.
More often than not, we have become tactical and reactive. Scott challenged us to stop thinking about ourselves as tactical responders but to take on some of the successful approaches of those in the software industry that have inherently embraced technology and consider ourselves more like product managers. As marketers, we need to innovate in a scalable manner just like those in tech. The issue with the current marketing approach is that we aren’t able to fail fast to innovate AND be dependable to meet core objectives. By leveraging a bi-modal approach to our marketing strategy, we will be able to build strategies that are both innovative and quantifiable.
“Mobile Wallet Marketing: How Retailers Like Chipotle Are Succeeding In This Emerging Channel”
Jack Philbin took to the podium and demonstrated how crucial mobile marketing is in today’s marketplace. Jack’s demonstration incorporated retailer Chipotle as well as focused on leveraging iPhone Wallet and Android Pay (Google Wallet) technology and other methods that include digital payment marketing, digital coupon advertising, and mobile phone wallets.
Utilizing mobile technology increases sales and retains and re-engages customers – an example is Chipotle’s Gauc Hunter App. In the aftermath of a PR crisis Chipotle launched this app and successfully drew an audience of 3.5 million players. 67% of those players redeemed their coupon for free guacamole at a local Chipotle restaurant. This interactive strategy encouraged millions to return to Chipotle despite the company’s predicament. Jack emphasized that our strategies should not be solely focused on clicks and likes, but engagement to drive revenue. Vibes achieved that for Chipotle and mobile technology must be the next chapter in your marketing strategy.
Founder/President, SiteLogic Marketing
“Six Steps to Marketing Automation”
Matt Bailey grabbed the attention of the audience by contending that good marketing automation has a foundation in sales, communication and understanding. His focus was on how to best leverage technology to automate various marketing processes using sales tactics.
Essentially understanding the sales process and client’s needs help marketers to identify the appropriate data points, tactics, and mediums for effective marketing automation. Matt trained us on how to look internally for answers to automation success while leveraging external influences to augment marketing objectives. Overall, effective marketing automation enables brands to build and maintain relationships with customers and grow sales.
- Follow-up, follow-up, follow-up
- Value customers, sales teams and the sales process
- Marketing automation is only as effective as your key data points
Marketing Director, Lyons Consulting
“Marketing Automation in Today’s Digital Landscape”
Steve Susina walked us through what automation can look like and some anticipated pitfalls and benefits to expect. Today customers have more control of the buying process and marketers need to identify current processes and overlay them with automation to assist prospects and turn them into the paying customers.
To define automation you need to understand or define an automation lifecycle with measurable metrics. Preservation of both lifecycle and the rules of automation are relatively easy to maintain with available metrics. Metrics are central to gauging your focus on success or issues that may arise. Please keep in mind, as markets shift metrics will also fluctuate. Fluctuation will always pinpoint where to focus your attention.
With the fast-paced rise of marketing technology, the DNA of marketing has changed.
Today marketers are sharing some of the same responsibility as IT, Finance and Digital Security. The speakers helped us to understand how to harness the convergence of marketing and software to meet our marketing goals. It was evident the audience left feeling energized by the speakers understanding of automation, mobile as a medium, bi-modal marketing processes, and developing strategies to properly implement technology for today and in the future.
Thank you Scott, Jack, Matt, and Steve for your insight, wisdom and time. You made the 2016 MarketingTech SMART conference an inspiring experience.
About the Author
Nick Rich is an Enterprise Architect and Thought Leader on web, social, and mobile based technologies. Nick currently consults and advises clients on content, collaboration, communication technology, and how to foster corporate adoption.