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How Marketers Can Avoid Common
Technology Pitfalls & Drive Real ROI
A research study performed by
Strategy First
Billy Loizou
Vice President, Go-To-Market APAC at Cheetah Digital
● Father of 1...soon to be 2
● Marketing graduate - Monash University
● Marketer by day - 10+ years (Agency & Tech Side)
● Musician by night - 13+ years (One Album)
● Recently completed a research piece called
50 Marketers in 50 Days
○ How Has The Role Of Marketing Changed?
○ How Do You Define Customer Loyalty?
Cooper
Tokens
Green
Stamps
Airline
Miles
1700s 1981
1800s
Punch
Card
1985
Visit Us
Again
Mobile
First
2019
Hotel
Rewards
1983
Supermarket
Card
1995
Redeem
Online
2008
2000
Digital Explosion
<1990 1990 1999 2000s 2019
Store
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Email
Store
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
IM
Email
Stor
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliates
Mobile Email
SMS
Email
Store
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliates
Blogs
RSS
Podcasts
Wikis
Social Networks
Mobiler Web
Widgets
YouTube
Mobile Apps
Geo Location
Push Notifications
Social Messenger
Voice
Mobile Wallet
Mobile Email
SMS
Email
Store
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliates
Blogs
RSS
Podcasts
Wikis
Social Networks
Mobiler Web
Social Ads
Virtual Worlds
Augmented Reality
Recency
Frequency
Monetary
Responsive
Relevant
Rewarding
next interaction drives the action
engagement drives the message
value of sales drives the offer
Loyalty Value Exchange
BusinessExpectations
CustomerExpectations
Buzzword Bingo
MARKETING EDITION
DMP
CX
CDP
SCV
BLOCKCHAIN
CRM
ML
AI
The world’s most valuable resource is no longer oil, but
data - $25bn in net profit in the first quarter of 2017
Data
is King Marketers
require the
technology to
mine it and
activate it99%of the world’s data
was created in the
last 12 months
93%of companies see an
increase in conversion
rates using personalisation
5-8xthe ROI on marketing
spend, and can lift sales
by 10% or more
Harvard Business Review - How marketers can personalize at scale report
Trust is on a
Knife’s Edge
HYPOTHESIS
Brands Consumers
Vendors
Who has
seen an
advertisement
and questioned
whether your
microphone is
listening?
Marketers Role Is Always Evolving
Consumers Are Becoming Aware
Vendors Need To Deliver Results
We Need Each Other
To Be Successful
We interviewed 170 seasoned
marketers, with over 2000 years
of experience between them to
find out how we can be successful
...and avoid the pitfalls
The Perception of Marketing
1
Marketing is
the colouring in
department, only
7% of CEOs hold
this view compared
to 22% of
marketers
The C-Suite generally believes its marketing leaders have the right stuff, though it is interesting
that the CMOs we spoke to do not necessarily agree. In our survey, only 7% C-Suite executives
rated the performance of marketing poorly and over 40 per cent rated it very high - more highly in
fact that the overall marketing cohort.
EXPERIENCE
Understand the current
customer experience, from
communications broadcasted
to the market, through to the
channels, relevancy of the
messages & moments of
impact across the lifecycle.
Advocacy
TECHNOLOGY
Understand the existing
marketing technology stack,
from P.O.S, analytics &
e-commerce platforms
through to data modelling
to determine level of
integration that exists
Efficiency
STRATEGY
Understand the existing
business vision, marketing
KPI’s and critical success
factors which will drive
future campaign planning
& investment
Growth
BRAND
Understand how we are
communicating what the
brand stands for today,
its market position, unique
differentiation, trends which
are disrupting the category
& customer loyalty
Preference
PERFORMANCE
Understand the process
for designing, building,
sending & measuring
marketing programs,
through to campaign
results & optimisation
Effectiveness
The Role of Marketing has Evolved
2 One of the most important relationships to evolve over recent years is that between Marketing and IT. While
there is an acknowledgment that the relationship with IT has improved, there is still much to be done.
The Importance of Aligning
Technology with Strategy3 The CMOs we interviewed were adamant: alignment is critical to success. The emergence of buying
committees, the importance of integration and the contribution of marketing to revenue mean that an
increasing number of people and factors influence marketing technology decisions — even though
marketing owns the process and budget.
marketers rate
the relationship
with IT as a fail,
it’s over half if
if you look at the
bare pass mark
1in5
Permission Based Marketing is
Making a Comeback4
We understand
the importance
of data, but
struggle to make
good use of it
Personalisation has been a big driver of marketing plans in recent years, but rapid changes in
consumer sentiment amid a growing number of privacy scandals has left many senior marketers
feeling like the ground has been pulled from under them.
“Not all departments understand how marketing
requires data to be able to provide a personalised
and relevant experience to customers. They also
don’t understand the different methods we use to
collect data, such as progressive profiling.”
71% reported being willing to do so,
in order to receive a more relevant
experience or benefits.
Would You Be Willing To Share Personal Information?
^ Achieving Advocacy and Influence in a Changing Loyalty Landscape - A MasterCard Asia Pacific Study
Only 36% of consumers are satisfied
with the level of personalisation in
their current loyalty programs.
Let Your Customers Have A Say
Relevant
Dashboard
Survey
Results
Multiple
Questions
The Drivers in Selecting or Changing
Technology Providers5
The functionality
of the platform is
most important,
but compatibility
with other systems
and training provided
The need to better utilise the brand’s data assets and the need to improve marketing execution to
deliver ROI are the top reasons CMOs revisit their technology choices. So it is hardly surprising that
one of the biggest reasons companies gave for changing marketing technology was to get more
value from their data.
feature in the top 3
The Skills Gap Remains a Big Problem
6
Unfortunately the is
currently no degree in
martech today, vendors
need to invest in client
CMOs told us that a scarcity of skills in the Australian market for some popular marketing technology
tools creates risk for them. They also complained that the post-sales support from vendors can be poor
and they feel abandoned. It is clear internally businesses need a product owner to drive utilisation.
success to ensure clients
achieve their desired
business outcomes
“Our vendor did a marvelous
job of selling us a product suite
that it couldn’t support.”
7
They can describe
the strategy they
want to pursue
and can articulate
the role technology
plays to drive results
Our interviews with CMOs revealed a very clear profile of a successful marketing technology buyer. These
leaders consistently displayed the same qualities.
The Best Leaders Are The Best Buyers
Skilled Revolutionaries Lucky Generalists Habitualist
Clearly articulate goals and
the path to success.
Know what marketing
programs will help them
achieve their goals.
Can articulate clearly the
foundational capabilities
and technologies needed.
While they share some of
the qualities of the Skilled
Revolutionaries, they lack a
clear view of the programs
and struggle to articulate
specifics.
They don’t make the link
between strategic
outcomes and
foundational capabilities.
These are the executives
who outsource tech
decision making.
They allow that familiarity
to drive the decision, rather
than studying the
alignment of the vendor’s
platform to the
organisation’s goals.
Key Takeaways
1. The best marketing leaders put strategy first - aligning the marketing strategy to the technology
choice is critical to long term success
2. Marketers want to be able to plug and play with all the elements in their technology stack - they are
frustrated by the difficulty of system integrations
3. The seamless flow of data across the enterprise is necessary to deliver great experiences - to do
this marketers need allies especially in the IT department
4. Marketers know that the data-driven marketing world requires consumer trust - they need their
peers in other departments to understand that data privacy and protection are not merely about
compliance — they are absolutely critical to creating trust and loyalty
5. Successful businesses place as much focus on hiring the right people as on partnering with the
right vendor - they typically have an internal product owner who is responsible for the adoption and
utilisation of the tool
Research & Content
Released by August 16th Out now
A research study performed by
Thank You
Book A Coffee With A Cheetah

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Strategy First : How Marketers Can Avoid Common Technology Pitfalls & Drive Real ROI

  • 1. How Marketers Can Avoid Common Technology Pitfalls & Drive Real ROI A research study performed by Strategy First
  • 2. Billy Loizou Vice President, Go-To-Market APAC at Cheetah Digital ● Father of 1...soon to be 2 ● Marketing graduate - Monash University ● Marketer by day - 10+ years (Agency & Tech Side) ● Musician by night - 13+ years (One Album) ● Recently completed a research piece called 50 Marketers in 50 Days ○ How Has The Role Of Marketing Changed? ○ How Do You Define Customer Loyalty?
  • 4. Digital Explosion <1990 1990 1999 2000s 2019 Store Events Direct Mail Telephone TV Radio Print Display Email Store Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Stor Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliates Mobile Email SMS Email Store Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliates Blogs RSS Podcasts Wikis Social Networks Mobiler Web Widgets YouTube Mobile Apps Geo Location Push Notifications Social Messenger Voice Mobile Wallet Mobile Email SMS Email Store Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliates Blogs RSS Podcasts Wikis Social Networks Mobiler Web Social Ads Virtual Worlds Augmented Reality
  • 5. Recency Frequency Monetary Responsive Relevant Rewarding next interaction drives the action engagement drives the message value of sales drives the offer Loyalty Value Exchange BusinessExpectations CustomerExpectations
  • 7. The world’s most valuable resource is no longer oil, but data - $25bn in net profit in the first quarter of 2017
  • 8. Data is King Marketers require the technology to mine it and activate it99%of the world’s data was created in the last 12 months 93%of companies see an increase in conversion rates using personalisation 5-8xthe ROI on marketing spend, and can lift sales by 10% or more Harvard Business Review - How marketers can personalize at scale report
  • 9. Trust is on a Knife’s Edge HYPOTHESIS Brands Consumers Vendors
  • 10. Who has seen an advertisement and questioned whether your microphone is listening?
  • 11.
  • 12. Marketers Role Is Always Evolving Consumers Are Becoming Aware Vendors Need To Deliver Results We Need Each Other To Be Successful
  • 13. We interviewed 170 seasoned marketers, with over 2000 years of experience between them to find out how we can be successful ...and avoid the pitfalls
  • 14. The Perception of Marketing 1 Marketing is the colouring in department, only 7% of CEOs hold this view compared to 22% of marketers The C-Suite generally believes its marketing leaders have the right stuff, though it is interesting that the CMOs we spoke to do not necessarily agree. In our survey, only 7% C-Suite executives rated the performance of marketing poorly and over 40 per cent rated it very high - more highly in fact that the overall marketing cohort.
  • 15. EXPERIENCE Understand the current customer experience, from communications broadcasted to the market, through to the channels, relevancy of the messages & moments of impact across the lifecycle. Advocacy TECHNOLOGY Understand the existing marketing technology stack, from P.O.S, analytics & e-commerce platforms through to data modelling to determine level of integration that exists Efficiency STRATEGY Understand the existing business vision, marketing KPI’s and critical success factors which will drive future campaign planning & investment Growth BRAND Understand how we are communicating what the brand stands for today, its market position, unique differentiation, trends which are disrupting the category & customer loyalty Preference PERFORMANCE Understand the process for designing, building, sending & measuring marketing programs, through to campaign results & optimisation Effectiveness The Role of Marketing has Evolved 2 One of the most important relationships to evolve over recent years is that between Marketing and IT. While there is an acknowledgment that the relationship with IT has improved, there is still much to be done.
  • 16. The Importance of Aligning Technology with Strategy3 The CMOs we interviewed were adamant: alignment is critical to success. The emergence of buying committees, the importance of integration and the contribution of marketing to revenue mean that an increasing number of people and factors influence marketing technology decisions — even though marketing owns the process and budget. marketers rate the relationship with IT as a fail, it’s over half if if you look at the bare pass mark 1in5
  • 17. Permission Based Marketing is Making a Comeback4 We understand the importance of data, but struggle to make good use of it Personalisation has been a big driver of marketing plans in recent years, but rapid changes in consumer sentiment amid a growing number of privacy scandals has left many senior marketers feeling like the ground has been pulled from under them. “Not all departments understand how marketing requires data to be able to provide a personalised and relevant experience to customers. They also don’t understand the different methods we use to collect data, such as progressive profiling.”
  • 18. 71% reported being willing to do so, in order to receive a more relevant experience or benefits. Would You Be Willing To Share Personal Information? ^ Achieving Advocacy and Influence in a Changing Loyalty Landscape - A MasterCard Asia Pacific Study Only 36% of consumers are satisfied with the level of personalisation in their current loyalty programs.
  • 19. Let Your Customers Have A Say Relevant Dashboard Survey Results Multiple Questions
  • 20. The Drivers in Selecting or Changing Technology Providers5 The functionality of the platform is most important, but compatibility with other systems and training provided The need to better utilise the brand’s data assets and the need to improve marketing execution to deliver ROI are the top reasons CMOs revisit their technology choices. So it is hardly surprising that one of the biggest reasons companies gave for changing marketing technology was to get more value from their data. feature in the top 3
  • 21. The Skills Gap Remains a Big Problem 6 Unfortunately the is currently no degree in martech today, vendors need to invest in client CMOs told us that a scarcity of skills in the Australian market for some popular marketing technology tools creates risk for them. They also complained that the post-sales support from vendors can be poor and they feel abandoned. It is clear internally businesses need a product owner to drive utilisation. success to ensure clients achieve their desired business outcomes “Our vendor did a marvelous job of selling us a product suite that it couldn’t support.”
  • 22. 7 They can describe the strategy they want to pursue and can articulate the role technology plays to drive results Our interviews with CMOs revealed a very clear profile of a successful marketing technology buyer. These leaders consistently displayed the same qualities. The Best Leaders Are The Best Buyers Skilled Revolutionaries Lucky Generalists Habitualist Clearly articulate goals and the path to success. Know what marketing programs will help them achieve their goals. Can articulate clearly the foundational capabilities and technologies needed. While they share some of the qualities of the Skilled Revolutionaries, they lack a clear view of the programs and struggle to articulate specifics. They don’t make the link between strategic outcomes and foundational capabilities. These are the executives who outsource tech decision making. They allow that familiarity to drive the decision, rather than studying the alignment of the vendor’s platform to the organisation’s goals.
  • 23. Key Takeaways 1. The best marketing leaders put strategy first - aligning the marketing strategy to the technology choice is critical to long term success 2. Marketers want to be able to plug and play with all the elements in their technology stack - they are frustrated by the difficulty of system integrations 3. The seamless flow of data across the enterprise is necessary to deliver great experiences - to do this marketers need allies especially in the IT department 4. Marketers know that the data-driven marketing world requires consumer trust - they need their peers in other departments to understand that data privacy and protection are not merely about compliance — they are absolutely critical to creating trust and loyalty 5. Successful businesses place as much focus on hiring the right people as on partnering with the right vendor - they typically have an internal product owner who is responsible for the adoption and utilisation of the tool
  • 24. Research & Content Released by August 16th Out now
  • 25. A research study performed by Thank You Book A Coffee With A Cheetah