Looking at disruptive yet inevitable martech trends

We read Jed Caste stein, Marketo Tea Leaves, in the first article below. He spoke with Darrell Alfonso and it was a pleasure to publish Darrell’s first contribution to Martech Today.

Not only is Darrell responsible for AWS marketing, but he’s also a familiar face in the Martech community, mostly thanks to his hilarious and always inspiring activity on LinkedIn.

Another thing I liked about this piece is that the predictions – as Darrell says – are incredible. And they are certainly not indisputable. Predicting that marketing automation and email databases will be redundant is challenging, at least for the foreseeable future; and I’m sure some marketers think they are already using product intent and usage data. For example ABM marketers. As always, let me know what you think.

4 Disruptive, complicated, but unavoidable trends for Martech

Veteran technical architect Jed Castilian looks with inspiration at where space goes. If he’s right, you have to defend the Martech Stack revolution and probably the marketing options too.

For example, it predicts that future email and marketing automation platforms won’t have databases. This likely shows that data duplication (potentially partial and inconsistent data duplication) is redundant in CRM and a data warehouse, as well as MA and email platforms. Castilian does not explicitly mention CDPs, but the concept of CDP as the sole source of truth certainly does not seem consistent with a series of additional data silos.

In the field of CRM, Castilian hopes to become the center of the University of Sales and Marketing, and it is no coincidence that he has valuable and up-to-date information about the use and intentions of the product.

B2C marketers are motivated by consumers to gain their trust

Cross-channel marketing platform Alterable has released data on how B2C marketers will respond to the tremendous consumer pressure to take advantage of brands in 2020. Based on interviews with 500 US and UK retailers, the survey was completed:

• 87% changed their marketing strategies to increase consumer confidence;

• 47% of brands made statements about racial inequality, 40% about public health;

• About a third of brands have also made statements about gender inequality and LGBTQIA pride;

• While about half of respondents think their brands can do more about social issues, 83% think brands should remain politically neutral.

Because we care. Things have changed. These findings would have been unimaginable two or three years ago, and evidence suggests the pandemic isn’t the sole cause of these changes – brands needed more to cope with the race. It is also interesting to note that social activism is inconsistent with the political side.

What is broken that a CDP can fix?

If you lost, Pat-Mailer, head of strategy and marketing at Williams-Sonoma, identified the same redundancy between different Jed Caste stein data silos in an episode of martech Live (see above). But he drew the opposite conclusion.

Marketers often “created their own endpoint systems for specific purposes,” he said. “I’m not sure if many CDPs will replace email engines. What do I really need if you use someone like Live Ramp as a member and advertise on Google, Facebook, Interest, and other partners?”

In other words, if you allowed the databases in your email and marketing automation to do their job, why would you?

A question that immediately arises here, as marketing consultant Jodie van Rijn said, is “what is a personal CDP”. During NTE’s growth period, Odd Morten Sorensen asked if owning a building means ‘from scratch’ and Heidi Bullock, CEO of Thallium, asked what ‘from zero’ means.

We find the discovery surprising: after all, it is often suggested that brands turn to CDPs when their databases or data projects overload them or, at best, become unusable databases. The Argyrols Fee (which reproduces some sheets) looks the same: ‘The high construction fee in relation to the purchase price is due to the fact that people define the CDP as a data lake with customer data. DO NOT. A CDP overcomes data barriers and includes a wide range of resources: from identity solutions to audiences, travel, orchestration, customer information, and more.

The discussion also recalls some candid comments from Williams-Sonoma chief strategist and marketer Pat Mailer in an episode of Martech Live. Mailer knew as daters is a robust and economical way to store data, but it does not provide the kind of useful data needed for marketing. A computer scientist or engineer becomes the go-between and processes raw, unstructured data into information that can drive engagement, but it is a difficult process and does not support current customer interaction.

At first glance, this appears to be a situation that requires a CDP. But, according to Mailer, marketers often developed their own endpoint systems for specific purposes. I’m not sure if many CDPs will replace email engines. If you already use someone like Live Ramp as a member and partner of Google, Facebook, Interest, and other partners, what do I really need?

A CDP, says Mailer, must be on the Internet, non-technical, easy to use, and have predefined connections to distribute data. “So, if you are a member and have existing lines through Salesforce Marketing Cloud or Cheetah Digital or another vendor, there is no need to duplicate those resources. Fix your weakness or opportunity.”

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