Marketing Tech Symposium 2020

This week I attended the Marketing Tech Symposium with Ashton Media.

It’s a yearly event and an opportunity to discuss with inspiring people to learn about local marketing technology work as well as connect with clients and potential clients alongside technology solution providers in a sophisticated and relaxed environment. The Hunter Valley NSW traditional lands of the Wonnaruah people in November is beautiful and it didn’t disappoint.

 

 

 

This year WPP AUNZ COE partnered with Microsoft and LinkedIn to deliver a keynote talk ‘How Martech can get you a seat at the top‘. 

The panel included myself, Isabel Boniface, Martech Industry Lead, Microsoft, Lara Brownlow, Head of Agency & Channel Solutions, LinkedIn and Rose Herceg, Chief Strategy Officer, WPPAUNZ.

WPP AUNZ is a Gold Microsoft Partner, and we were joined by our agencies, including AKQA, Wunderman Thompson, Ogilvy, VMLY&R, and GroupM, who enjoyed a real-world and virtual experience to promote Creativity powered by Technology.

Traditionally WPP AUNZ is the partner for the CMO and Microsoft with CTO, and we discussed our leanings toward Australia’s digital transformation during 2020 when you bring these executive work streams together.

We discussed our experience in getting buy-in alongside a realistic Martech budget and program of work that keeps an accountable customer experience, with accessibility and business growth objectives aligned to transform business in Australia.

Join our WPP AUNZ LinkedIn Martech Community

We have made some progress this year and as Scott Brinker editor of @chiefmartec. expressed in his keynote digital transformation is growing much faster with the COVID-19 impacts that are driving much faster organisational change. 

We discussed some of the problems and our concern that the Marketing Executive leadership on Australian companies is too small. 

In fact, LinkedIn revealed that only 2.6% of firms’ board members have marketing experience. While we feel this is short-sighted, we do see there are opportunities through the need for Marketing and Technology professionals to do more to change board perception that Marketing matters more than ever.

In an ever-increasing digitally-driven economy, customer experience is king. 

Data nouns we need to learn

An intangible asset such as brand value, customer equity, and perceived innovation accounts for over 80% of enterprise value and acts as a primary driver for a companies relevance.

Marketing matters more than ever. In an ever-increasing digitally-driven economy, customer experience is king. Intangible asset (such as brand value, customer equity, and perceived innovation) accounts for over 80% of enterprise value and acts as a primary driver of a stock price. 

Advertising is a highly effective business investment when used in digital channels. We discussed companies’ total profit return on marketing investment (ROI) over three years. The average campaign has a return of 324%. 

The watch out? Over 50% of this return is ignored when only short-term measurement and assessment is applied.

Workflow verbs to be creative

Customer experience can be risk assessed like any other capital expenditure and delivers an excellent return on operating expenditure and investment. While this ratio dipped in 2019 and now, in the face of a pandemic, recognition, and priority have been given to marketing to retain customers and maintain brand awareness.

The WPP AUNZ COE, was established to help our clients transform their businesses, unlocking untapped growth through the power of breakthrough Creativity. 

We help to reinvent our client’s business by embedding data and Technology at the heart of everything our clients do, to help them change faster than the world around them. 

Our WPP AUNZ and Microsoft partnership are expressed with the saying Actionable Imagination. We do this through the best-in-class application of Technology + Creativity.

UI/UX  language to create accessibility, engagement and growth

Our Partnership was formed to empower every person, and every organisation in Australia and New Zealand to achieve more through the power of creative ideas made real.

Microsoft and WPP AUNZ believe strongly in Marketing Executive leadership to increase on Australian boards. Boards being more customer-centric via marketers can not only create but sustain a marketing and growth flywheel that drives revenue and growth.  

The flywheel starts with data and marketers are the best place to understand the power of Data. Data drives success today and tomorrow.

There’s a reason it’s the first step in the customer experience ecosystem. The more useful data we have about our customers, the smarter we can be about building relationships with them. Turning that data into insights is the next step. This is where we turn to the power of AI to analyze the data and help give us insights on customers’ needs and predict their intent that improves engagement.

Governance grammar to take  to your boards

Reach and convert more customers. Those insights can then be driven across all of your customer, sales, and marketing channels to help you reach and convert more customers.

We discussed the need to get the language of business along side marketing and technology and with that we launched two workshops.

Friday, 11th December 2020 | 9:30 AM – 10:30 AM (GMT+11:00) Canberra, Melbourne, Sydney

What is Artificial Intelligence, and why should you and your organisation care? Our AI Masterclass for Marketers identifies key AI building blocks and think critically about them. Facilitated by Professor Genevieve Bell Australian National University. Register Now 

 

UNLOCKING THE VALUE OF YOUR DATA WORKSHOP #1

Data disconnection hinders brand growth and blocks the potential value of marketing technology investments. The ability to use data to drive more valuable experiences for customers is what will help brands accelerate their technology transformation. Our workshop is designed to help brands accelerate their technology architecture transformation. By mapping current architecture, identifying CX challenges, and defining future state data objectives, you can set-up your #MarTech #ecosystem for future fluidity and digital acceleration. Register Now

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