Catch all the weekly updates on the CDP and MarTech space in the Middle East and South West Asia. In partnership with The CDP Institute.
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Hurdles that companies face post-MarTech adoption often come down to not thinking through company culture and structure. Typically I find 4 issues.
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What is the Future of Work?
To me, it is the following, in no particular order:
Don't Ask Someone To Recommend a MarTech Tool. I often get asked about MarTech Tools - How's 'X' vs 'Y'? Usually it's a casual question by someone working in a company that's making a decision. I answer by asking at least 6 questions:
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Sometimes I don't want to complete that purchase right that minute.
Sometimes your cost of delivery was almost the same as the product but I only found that out right at the end.
What is a CDP vs a DMP vs a Data Lake? A CDP is like having friends in your home. A DMP is like walking into a bar and chatting up with people you've never met.
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There are four key pillars for technology adoption in Marketing. Technology is the enabler. The driver is providing consumers with a holistic experience.
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What happens as a fallout of Apple killing IDFA (Identifier for Advertisers) in the upcoming iOS 14?
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There are some critical gaps in marketing approaches that need to be addressed.
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What areas can you focus on now to reap the benefits for the long term?
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This is not the time to stop, it's the time to adapt. You can't build a long term future on short term thinking.
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It should be simple: If you don't want something done to you, don't do it to your customer.
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The most critical challenge in Digital Transformation is planning for the impact on people.
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What does Personalisation really mean in the context of Customer Experience? How do you do it effectively?
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We talked about Data Driven Marketing, how ‘driven’ needs a rethink, what’s the construct and framework, how do companies create a conducive environment and more.
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Data is critical but blind collection of data with no discernible difference to a customer is meaningless.
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“The battle between every startup and incumbent comes down to whether the startup gets distribution before the incumbent gets innovation.”
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Good Customer Experience creates a virtuous loop. With positive CX, customers are willing to pay more, they can move from awareness to advocacy.
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I was asked recently if it is challenging for brands to create content because creatively it must be difficult to consistently come up with good ideas.
Yes and no.
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Digital transformation takes more than technology alone! Here are 5 areas that are critical for me. By no means exhaustive.
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