etravel europe 2016 - driving success with marketing technology - niki van wijk - iprospect

The role of marketing technology in travel 4 October 2016, e-Travel Europe

Hi, I am Niki

Why marketing technology

matters

“The stats don’t lie – marketing technology is becoming more popular

than coffee in the marketing department.”

Why marketing technology is relevant in travel

Scale Dynamics Complexity High engagement

How does marketing technology benefit a business overall?

Increased revenue and order value

Improve accountability

Less repetition,

more creativity

Be more effective

Reduce staffing costs

The most useful metrics for measuring marketing technology performance are..

Source: Three Deep & Ascend2 “Marketing Automation Trends for Success” (2016)

Why is customer satisfaction not mentioned?

Your choice of marketing software — and how you use it —

will shape the experiences you deliver to prospects and customers

It allows you to tell relevant stories

Across the consumer journey

Strategy & selection

Marketing technology is used by 42% of companies

Unfortunately mostly organised along the lines of seperate digital marketing disciplines

And mostly ends up as a bunch of tools

How to choose from this landscape?

There are barriers to overcome

Technology is a means to an end, question is which end?

Source: http://chiefmartec.com/2014/01/strategy-marketing-technology-intertwined/

Technology integration complexity is the most challenging obstacle

to success

Platform versus multi-platform

Tooling along the RACE planning framework

Another way to look at your Tech Stack

And then make an infrastructure out of it

EXAMPLE

Organizing marketing technology

Which skills do you require

Joint effort & responsibility

Strategy

ITSales & (Digital)

marketing

The need to speak the same language

External advice or not?

Some examples of marketing technology

Multiply marketing effects Demand

Inventory

H

H

L

L

Maximise ROAS Baseline ROAS, maximise Revenue

Maximise ROAS Maximise Revenue Low ROAS

Revenue man system

Web analytics

Bid management

Campaign automation

Marketing automation (channels)

Demand driven buying

So what do you do tomorrow?

Ask yourself 3 questions

1.  How can I serve my clients in the best way and how can marketing technology help me achieve those goals

2.  Do I have a bunch of tools or an integrated strategic approach to marketing technology

3.  Do I have the right set of skills and team that has the ability to make the right choices

Questions?

Niki.vanwijk@iprospect.com

Annex

Some must reads

http://chiefmartec.com/

http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

http://chiefmartec.com/2011/01/8-things-every-marketing-technologist-should-know/

http://chiefmartec.com/2015/06/21-marketing-technology-stacks-shared-stackies-awards/

http://ascend2.com/home/wp-content/uploads/Three-Deep-Marketing-Automation-Trends-for-Success-Final.pdf