Figure 1: Growth of the marketing landscape
In a highly digital world and facing shrinking budgets, marketers have an opportunity to innovate with MarTech solutions. Technology can help the CMO become a more strategic partner to business and help them answer critical questions around customer needs, product features, demand forecasting, pricing, targeting and segmenting, campaign effectiveness, customer support, etc. in real-time. In fact, a Wipro survey found that MarTech proficiency was a key skill requirement for CMOs.
Technology projects that leveraged artificial intelligence (AI), machine learning (ML), or sentiment analytics might have been considered ambitious just a few years ago, but now they are a necessity for the savvy marketer. This is true especially in Asia where marketers need to stay focused on mobile-first micro-moments. The key areas of technology impact and highest number of solutions in APAC will be around social media, relationships, content management, and customer experience.
Digital technology will be critical to sail through the disruption caused by COVID-19. Let’s take a look at some of the key technology areas that will be important in the coming days:
COVID-19 has forced organizations to re-look at the way they do business and go digital; and marketing is no exception. We will see increasing investment in marketing technologies as CMOs tighten the ship and focus on performance. Where do you see MarTech investments being focused? How are you planning to leverage MarTech in the post COVID-19 world?
Director of Marketing, APAC, Wipro
Garima has been driving business marketing outcomes through high human touch-led campaigns from the last 16+ years. She currently leads strategic engagements on Group Marketing front. She is also responsible for Y-o-Y marketing roadmap for the group and leads the conceptualization, execution & analysis of CXO connect programs, engagement across traditional, digital & social media. She also specializes in portfolio analysis, implementation of 360 degree marketing across marketing programs, customer segmentation, targeting, positioning & creation of customer-specific propositions. Garima can be reached at email@example.com