IMV15 Panel: Master Marketing Technology in Service to Customers
This requires marketers to think outside of the traditional functional box. "We have 40,000 hotel rooms, just about as many gaming stations," Adam said. "Those things are in the budget of hotel operations. However, as a marketing person, I want to capture all the data on our guests' experience, what type of machine they play, where they eat, how they check in, what sort of room do they upgrade to, etc.
"I'm not the owner of that data, but I want to use it in my marketing operations to improve the customer experience and drive loyalty."
Collaboration with other departments is essential to success today. It's sometimes more important for marketers to partner with other departments - sales, IT, customer service, product, operations - than to OWN everything directly. Customer touchpoints and insights are found throughout the organization, and smart marketers focus on empowering consistent and aligned experiences across the entire branded landscape. Marketers have to get used to not owning every media channel, not owning every database, not controlling every message. However, marketers must do the work of setting clear, aligned and actionable messaging, tools and analytics across the entire organization. Technology can be a big part of that, but not all the technology needs to be in the marketing department.
However, marketing organizations can be first movers in technology investments. "Marketing is increasingly approved to invest in technology because we generate revenue from it," Mitch said. "By our nature we are curious beasts, we are trained to be strategic, and so we are interested in new technologies and want to test them toward a strategic goal."
Take a minute to listen to the entire panel discussion for richer commentary on these points. Thanks to Adam, Mitch and Thorin for including me!
Meanwhile, how are you setting up your marketing technology to serve the needs of your customers? Please share your thoughts in the comments below.