The age of overreliance on marketing technology and what you should do President and Founder of Boathouse, provides practical advice.
ClickZ Daily: September 26, 2022 |
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| Good morning! For the past 20 years, the potential of marketing technology has captured the attention of marketers. With millions of dollars sunk into technology investments and turf wars between CMOs and CTOs, it has continuously under-delivered and complicated an already competitive environment. Peter Prodromou, President and Founder of Boathouse, provides four ways marketers can transform their approach to marketing technology. The ClickZ Marketing Masters Podcast is returning for Series 2! The second series will feature marketing leaders from Lego, Mastercard, Kaiser Permanente, PWC, Snapchat, and more. Expect weekly episodes covering everything from storytelling & strategic planning to scaling a digital center of excellence, kicking off from 4th October. Join us on Apple, Spotify, or wherever you get your podcasts! |
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Marketing Technology Peter Prodromou "Technology solutions tend to be “set and forget.” Rather than evaluating channel performance ongoing, as you might in a traditional implementation, you are trained to rely on the technology to perform. The problem? This is not smart technology." |
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Metaverse Benjamin Broomfield "Although our main goal was to build brand love, we could also get a taste of how this move would benefit us in the future. It led to sign-ups that show how impactful the metaverse could be for our sales.” Read more |
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| AI Benjamin Broomfield "So, for all the digital development over the past twenty years, marketing still has smoke and mirrors to it. It is not always perfectly attributable. Some techniques can get you close, but you're not going to be able to completely close the loop. AI can help you get dramatically closer." Read more |
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| Management Kimberly Zhang Service line revamps are needed in an unstable economy, but can do more harm than good if your sales and marketing don’t sync up to promote the change Read more |
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| Case Study Benjamin Broomfield Each of the episodes added value to Honda’s metaverse launch. The Honda DreamLab (evolving from Honda’s Head2Head Twitch gaming channel that launched in 2019), has continued to help Honda connect with gamers and other younger audience members. Accordingly, the Hondaverse would not have seen the improvements in familiarity, favorability, and consideration without its Twitch channel. Read more |
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| Lucy helps organizations leverage knowledge for individual and market success using the latest innovations in artificial intelligence. Lucy reads, watches, listens and remembers all you’ve shared to provide specific answers and meaningful insights from text, audio, video and more. Read more |
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