Category: Digital Marketing Platforms

  • The Other 85% – What Marketers Are Missing in MarTech

    The Other 85% – What Marketers Are Missing in MarTech

    Earlier in January this year, I shared my perspective on why only 15% of marketing technologies are utilized at their full capacity by marketers in most organizations. The other 85% remains under utilized largely due to fragmentation at various levels; Silo organization and operating models Isolated skills Fragmented martech ecosystem Data silos Broken agency partnerships […]

  • Inc. – Marketing Technology Growth | Piercing Through the Chaos

    Inc. – Marketing Technology Growth | Piercing Through the Chaos

    As originally published on Inc. in collaboration with Travis Wright There is no doubt about the exponential growth in the Marketing Technology landscape. It is very obvious both in terms of the sheer breadth of the types of marketing as well as the number of marketing technology vendors. It just continues to explode. From 150 […]

  • HealthCare Marketing Moves From Multichannel To Omnichannel

    HealthCare Marketing Moves From Multichannel To Omnichannel

    As originally published in AdExchanger on the shift in healthcare from MultiChannel to OmniChannel Marketing It’s staggering to see the pace at which digital technology is changing the traditional and highly regulated world of health care. The industry has moved from massive health systems with weeks-long waits for an appointment to a world of wearable, […]

  • Navigating The Marketing Technology Disruption

    Navigating The Marketing Technology Disruption

    A few days back, I had a wonderful opportunity to dialogue on Marketing Technology Disruption with David Raab, who has been a thought leader and visionary in the digital transformation and evolution of the marketing function. CMSWire was kind enough to publish it across 2 segments: How do you build a Marketing Technology Roadmap Today? […]

  • SiteCore Acquires CommerceServer – From Technology Fragmentation to Consolidation

    From technology fragmentation to consolidation The recent (2 days ago to be precise) acquisition of (a leading eCommerce platform) by SiteCore (a leading Web Experience Management Platform) is not just a flash in the pan. While it may sound like yet another technology acquisitions, I see this as a step towards the eventual “convergence” […]

  • The Technology Dilemma – What Fuels your eStore Experience!!!

    What Fuels your eStore Experience!!! If you are a retailer or a brand that is trying to get into the business of selling product(s) online through an online store, you would have either asked or been asked this question a hundred times: Should you use your eCommerce platform to enable your store experience or should […]

  • Globalization – Marketing’s Biggest Challenge?

    Globalization – Marketing’s Biggest Challenge? A great question to ask and I can bet you that 9 out of 10 answers would be around specific technologies and innovation that is happening around us, may be Data or rather “Big Data”, content, mobile and the list can go on. Interestingly though, while technology in general may […]

  • Sports, Corruption & The Era of Sports Management Platforms

    After much deliberation, I had to give in and write something that brings my 2 passions in life together – sports & technology. Couldn’t have found a better timing than this, the richest cricket league in the world gets hit by the worst corruption scandal in India, just when a new breed of Sports Management […]

  • mOS – Marketing Operating System | A Vision Part II

    As the year ends, a lot gets written on what worked and what did not work through the year and more interestingly “predictions” for what’s going to follow. As we kick start our digital & marketing efforts for 2013, a lot of expectations have been set around innovation & expansion of key marketing trends: Big […]

  • The New Marketer – From T-Shaped to Pi-Shaped

    The New Marketer – From T-Shaped to Pi-Shaped

    Ashley Friedlein, the CEO of Econsultancy, has a great op-ed in Marketing Week today, Why modern marketers need to be pi-people. That’s “pi” as in the capital Greek letter pi that looks like this: Π. It’s a riff on the label “T-shaped people” that has been popularized in digital marketing over the past few years. T-shaped people have a specific expertise where they go really deep (e.g., graphic design, software development, data analytics, etc.), but they also have broad interest and sufficiently useful surface-level skills across many other adjacent disciplines. Many marketing technologists have had this profile: expertise in technology and engineering, but interest and skills across more traditional marketing capabilities. According to Friedlein, pi-shaped people are “marketers with a broad base of knowledge in all areas, but capabilities in both ‘left brains’ and ‘right brain’ disciplines. They are both analytical and data-driven, yet understand brands, storytelling, and experiential marketing.” (Emphasis added is my own.) This comment was made in the context of Friedlein giving broader insight in response to the question: How do you create a marketing function fit for the future? He talks about how brands advance along a digital marketing maturity model by integrating digital into the primary organization, not sequestering it in a separate silo. “Integrating digital into the organization properly reaches nirvana only when there is no left in the organization with ‘digital’, ‘e’, ‘online’, ‘internet’, ‘new media’, or ‘interactive’ in their job title,” he writes. It’s at that point that he makes the case for pi-shaped people as the leaders in this new generation of integrated marketing. “Of course, it is asking a lot for someone to be talented at everything creative and analytical,” he admits, “But these people do exist and represent the future of truly integrated marketing. Witness the growth of job titles such as ‘creative technologist’ or ‘chief marketing technologist’. You want people who focus on the customer, understand data, like change, are curious and passionate.” He also notes that marketing processes are changing, embracing an agile marketing approach. “There’s a move towards more agile ways of working, which should affect marketing as much as project management or IT. We have to move from highly linear, highly specified, rigid ways to more fluid, reactive, dynamic approaches.” Do take a moment to look at the full article — it’s a great read.