There is a lot of talk these days about marketing technology. In fact, if you Google “marketing technology,” you get around 1,690,000,000 results! On the other hand, if you Google “marketing solutions,” you only get around 230,000,000 results. A couple articles recently came out that provide an argument that all of the talk should be about “marketing solutions,” not “marketing technology.”
Andrew Edwards of Efectyv Digital recently wrote an article in ClickZ, “Are Multi-Channel Analytics Vendors Failing the Market?” In the article, Edwards wrote…
“Vendors are by nature technologists; marketers are not. In a unique marketplace, where technology interacts directly with a constituency that is not technological by nature, the disconnect becomes acute.
Vendors build more and more complexity and “actionability” into their tools because the technology allows them to do so. Too often, though, they neglect to make the tools suitable for deployment by the practitioners to whom they are selling. They are building muscle cars when customers would rather have a fuel-efficient pickup truck.
Marketers look for solutions, but they’re not getting them. Instead, they are offered complex, even arcane toolkits they are asked to navigate and activate as if they were also technologists. Too often, the effort fails. There are too many moving parts, interface and data collection problems; there’s not enough expertise in operation of digital marketing tools or the interpretation of data.”
Edwards’ perspective is backed up by data recently published in a study conducted by the MIT Sloan Management Review and Capgemini Consulting, “Embracing Digital Technology: A New Strategic Imperative.” The study, which is based on survey responses from 1559 executives and manager in a wide range of industries, states that sixty-five percent of respondents are in organizations that rank as Beginners and another fourteen percent are in companies that are Conservative, according to an index of digital maturity developed by the MIT Center for Digital Business and Capgemini Consulting. Beginner and Conservative organizations are defined as follows:
Beginner companies probably use email, Internet and various kinds of enterprise software. But they have been slow to adopt, or are skeptical of, more advanced digital technologies like social media and analytics.
Conservative companies deliberately hang back when it comes to new technologies, although their management has a vision and effective structures in place to govern technology adoption.
At Origami Logic, we strongly believe that marketers should be provided “solutions,” not “technology.” To back our belief, we are practicing what we preach:
- We’ve conducted over 200 interviews with marketers, as part of our product development and Limited Beta processes, to understand the solution marketers need to address their marketing measurement and analytics challenges.
- We’ve designed our solution as a cloud platform with a marketer-driven, self-service mentality. “Marketer-ready” is a mantra that we fully embrace, so all capabilities we’re developing must pass the “no IT required for implementation” benchmark.
- We are hiring people who understand marketers. Recently, we hired Scott Jones as our VP of Marketing. Scott is not just a marketer but he has spent most of his career helping marketers do better marketing, most recently as the general manager of Responsys’ display business.
Ultimately, we realize the proof is in the pudding. Stay tuned as we disclose more about what we are developing in the upcoming months.
Start breaking down the data silos in marketing!