December 5, 2019

Why Your Business Needs A Marketing Technologist

Thought Leadership by Jeremy Whale

The Greek philosopher, Heraclitus, is quoted as saying: “change is the only constant in life”. Today, if there is one thing that is constantly changing, it is the technological landscape. And because virtually all businesses rely on technology in their day to day operations, this particular “constant” happens to be something that concerns marketers in a very real way.

In the past few years alone, marketing technology has been bombarded with a plethora of new players like Omniture, Aprimo, Double Click, Quova, and Amadesa, to name a few. But that is just the tip of the iceberg. Everyday, more and more innovations continue to flood the market place, resulting in an overwhelming number of new products and services that need to be understood and learned in order to be beneficial to brands.

We now live in an era where the online presence of our organisation is no longer limited to just a website. With the trend of all things digital shifting to mobile in recent years, and smartphones becoming all the rage, marketers have had to adapt and change with the times in order to reach their target market—be it on social media, micro sites, or mobile applications.

That said, mobile apps for both Android and iOS have become compulsory in the martech arsenal of every serious brand manager out there. Knowing how to use this influx of new technologies so that it seamlessly integrates with a company’s marketing strategy and effectively engages the consumer on their personal devices could arguably the 21st century’s holy grail of direct marketing in the digital realm.

But as with all new industries, marketing technology is far from being a mature one. Primarily, this means that the number of skilled workers in this relatively new sector is minuscule compared to, say, a media planner or activations specialist in the traditional marketing sense. Also, the fact that martech is still an emerging industry means that not everyone understands the importance of its role in the company, nor what it is all about.

That’s where the marketing technologist comes in. Gone are the days when the only decisions a marketer had to make were whether to go tri-media, direct, or out-of-home. Today, marketers are spoilt for choice and have to negotiate a seemingly endless checklist, ranging from automation, social listening, campaign management, and behavioural targeting, to name a few. To the majority of those born before the New Millennium, none of this was taught in any university or college.

Martech companies like Cloud Happy can fill this void and provide professional services to help get your marketing technology efforts rolling. Our marketing requests feature allows you to stay on top of what you need to be focusing on while leaving the dirty work to us. A request can be raised for anything and everything related to digital marketing that you need to get through the day. Think of it as your all-in-one business and technical support service for your marketing applications and activities.

Similarly, we also offer marketing optimisation where our goal is to help you get the most out of your martech. We provide a continuous improvement service aimed at increasing the ROI from your marketing applications, helping you to delight your customers, and ultimately increase your bottom line.

Here is the best part: since we mentioned at the start of this blog post that the only thing constant in life is change, we made sure that we live by this adage. So if you’re concerned that the applications you have been using won’t be compatible with ours, you have nothing to worry about. In the spirit of embracing the constant in life that is “change”, we have recently added 70 marketing apps, with many more on the way.

The time for marketing technology is now.