In a recent InternetRetailing webinar, In a world of intuitive marketing tech, is there still a part for people to play?, we heard from Matthew Kelleher, CCO at RedEye. Here’s a bulletpoint overview of his presentation.
• “Previously manual tasks have been automated and that’s meant new capbilities and drives a change in what we are doing as users or providers of technology and that’s having an impact on us all.”
• Kelleher argues that people are a key driver in changing technology – an area that he says has had relatively little attention up to now.
• Development of martech technology has never been so rapid, or had such an impact on people’s lives. New entrants: IBM, Oracle, Salesforce and more. It’s been described as “like an arms race” with “heavy investment to get the next big thing”. Artificial intelligence is now just around the corner.
• The more valuable a business, the more dependent on software as a service, the fewer people it has. Customers pushed into online universities and other online help.
• Challenges of martech: Econsultancy study says the key challenges are time, lack of resources, data integration.
• Most important attributes of email technology provider: Econsultancy study: user-friendly interface, marketing automation, ability to integrate. Account management only listed by 15%: this was tending me to the conclusion: is this the demise of standard, traditional account management? Is the drive towards martech capabilities doing away with that?
• What do people have inhouse and what do they outsource? People like to take the simple stuff in-house, but the challenge is in the complexity.
• What makes a difference? Succesful companies more likely to mention people.
• More skills going in-house – but time and resource are scarce
• Account management not a priority
• Martech businesses provide little support
“People continue to play a critical part in driving technology and helping leverage success.”
The RedEye analysis
• 697 respondents across agencies and brands, from small to 1,000+ employee companies and across different job functions.
• Question: What types of support are important for marketers? Most important: someone to talk to on the phone to talk through problems. Least important: online answers/self-service. “However, the real answer here is that users want the best of all worlds. They want to have someone on the phone and access to online services.”
• Question: which technologies require the most support? Most support: ecommerce platform/marketing automation/CRM. “A lot of clients only have the capability in-house to scratch the surface.”
• Question: open platform or marketing cloud? Strong preference for open platforms: 30% prefer plus 12% strong preference. Marketing cloud: 16% prefer plus 10% strong preference.
• Key learnings: larger businesses are more reliant on support of all kinds, but less satisfied with that support. Small organisations less likely to ask for support, more likely to be satisfied.
• We want to be able to innovate, using technology, and to get a competitive edge. “Vendors can help us achieve cultural buy-in from the organisation as a whole,” said one respondent.
• Support that helps us understand so we won’t make the same mistakes that others might have.
• Show us how your solution will help us improve our business. “Vendors don’t always envisage the solution in action.”
• Help us integrate the solution into others – don’t just hand it over but help us fit it for our needs.
• You can’t maximise the capabilities of marketing technology if the solution is not right or good enough. Human training required.
• Support: account management is on the demise – potentially not fit for purpose in the new landscape. Expert phone support now important that gives fast appropriate help rather than spending hours reading the online FAQs.
• Help us understand and fix the complexity issue.
• New market opening up for “people who help me achieve success in my marketspace”.
The webinar was followed by a Q&A session. To see the webinar, including a number of graphs, and the Q&A session in full, visit the RedEye webinar page here.