Download - eTravel Europe 2016 - Driving success with marketing technology - Niki van Wijk - iProspect
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The role of marketing technology in travel 4 October 2016, e-Travel Europe
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Hi, I am Niki
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Why marketing technology
matters
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“The stats don’t lie – marketing technology is becoming more popular
than coffee in the marketing department.”
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Why marketing technology is relevant in travel
Scale Dynamics Complexity High engagement
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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
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The most useful metrics for measuring marketing technology performance are..
Source: Three Deep & Ascend2 “Marketing Automation Trends for Success” (2016)
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Why is customer satisfaction not mentioned?
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Your choice of marketing software — and how you use it —
will shape the experiences you deliver to prospects and customers
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It allows you to tell relevant stories
Across the consumer journey
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Strategy & selection
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Marketing technology is used by 42% of companies
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Unfortunately mostly organised along the lines of seperate digital marketing disciplines
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And mostly ends up as a bunch of tools
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How to choose from this landscape?
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There are barriers to overcome
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Technology is a means to an end, question is which end?
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Source: http://chiefmartec.com/2014/01/strategy-marketing-technology-intertwined/
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Technology integration complexity is the most challenging obstacle
to success
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Platform versus multi-platform
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Tooling along the RACE planning framework
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Another way to look at your Tech Stack
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And then make an infrastructure out of it
EXAMPLE
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Organizing marketing technology
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Which skills do you require
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Joint effort & responsibility
Strategy
ITSales & (Digital)
marketing
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The need to speak the same language
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External advice or not?
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Some examples of marketing technology
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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)
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Demand driven buying
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So what do you do tomorrow?
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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
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Annex
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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