etravel europe 2016 - driving success with marketing technology - niki van wijk - iprospect
TRANSCRIPT
The role of marketing technology in travel 4 October 2016, e-Travel Europe
Hi, I am Niki
Why marketing technology
matters
“The stats don’t lie – marketing technology is becoming more popular
than coffee in the marketing department.”
Why marketing technology is relevant in travel
Scale Dynamics Complexity High engagement
How does marketing technology benefit a business overall?
Increased revenue and order value
Improve accountability
Less repetition,
more creativity
Be more effective
Reduce staffing costs
The most useful metrics for measuring marketing technology performance are..
Source: Three Deep & Ascend2 “Marketing Automation Trends for Success” (2016)
Why is customer satisfaction not mentioned?
Your choice of marketing software — and how you use it —
will shape the experiences you deliver to prospects and customers
It allows you to tell relevant stories
Across the consumer journey
Strategy & selection
Marketing technology is used by 42% of companies
Unfortunately mostly organised along the lines of seperate digital marketing disciplines
And mostly ends up as a bunch of tools
How to choose from this landscape?
There are barriers to overcome
Technology is a means to an end, question is which end?
Source: http://chiefmartec.com/2014/01/strategy-marketing-technology-intertwined/
Technology integration complexity is the most challenging obstacle
to success
Platform versus multi-platform
Tooling along the RACE planning framework
Another way to look at your Tech Stack
And then make an infrastructure out of it
EXAMPLE
Organizing marketing technology
Which skills do you require
Joint effort & responsibility
Strategy
ITSales & (Digital)
marketing
The need to speak the same language
External advice or not?
Some examples of marketing technology
Multiply marketing effects Demand
Inventory
H
H
L
L
Maximise ROAS Baseline ROAS, maximise Revenue
Maximise ROAS Maximise Revenue Low ROAS
Revenue man system
Web analytics
Bid management
Campaign automation
Marketing automation (channels)
Demand driven buying
So what do you do tomorrow?
Ask yourself 3 questions
1. How can I serve my clients in the best way and how can marketing technology help me achieve those goals
2. Do I have a bunch of tools or an integrated strategic approach to marketing technology
3. Do I have the right set of skills and team that has the ability to make the right choices
Annex
Some must reads
http://chiefmartec.com/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2011/01/8-things-every-marketing-technologist-should-know/
http://chiefmartec.com/2015/06/21-marketing-technology-stacks-shared-stackies-awards/
http://ascend2.com/home/wp-content/uploads/Three-Deep-Marketing-Automation-Trends-for-Success-Final.pdf