Return to site

Navigating the ocean of technology

Mark Bainbridge Marketing Director at Black Swan Data
 

As a marketer of some 30 years in the industry I have grown up in an ever changing media environment, starting with a grounding in traditional media, discovering new opportunities through the advent of the Internet;  and watching the fragmentation of media markets and pursuing consumers as they dispersed into device lead social communities. 

 

Whilst the fundamentals of the marketing requirement might not have changed much, we still need to acquire, engage and retain their desire for our brands and propositions and we still need to think creatively but the points of engagement have dramatically widened.  Trouble is it’s all got just that little bit more complicated.

 

As a marketing leader I have many tasks to perform, managing and inspiring people and budget, creatively solving problems, delivering results and innovating.  As we enter a new data lead phase of the evolution of marketing I wonder at the enormity of the creative and marketing technology landscape that lies ahead of us as professionals. There’s an enormous amount of choice out there and some of it is simply brilliant in what it can do but I am faced with a dilemma, no time to explore linked to a limited span of attention for sales pitches versus a desire to find new avenues for consumer engagement and a requirement to keep my brand fresh and using the most appropriate and efficient channels to market.

 

Followers of Scott Brinker @chiefmartec will know that emerging technology is proliferating at an amazing rate and if there were 2,500 new martech options in 2015 there are predicted to be 3,500 in market this year.  So with a passion for innovation I want to understand this emerging technology and what it can do for me; I’m not a great believer in the big martech stacks, largely because if we all use the same one’s where are out points of differentiation.  I much prefer to unlock the value of handpicked genius, but of all my resources, one of the most limited resources I find I have is time. 

 

I stumbled across an outfit who I think are brilliant – @TechSource_co, part of Studio Art and Commerce, themselves a start up of senior brand and agency people who understand the needs of us marketers, largely because they’ve been there done that – got the T-Shirt. 

 

Anyway, worth a look – they have rationalized the mighty 3,500 into categories and work with brands to help them explore by categories the best in class emerging solutions and help handpick and set up fast to market pilots with the ones of most value. For me it’s been a welcome navigational short cut that has helped me find some real genius ideas around product innovation and content generation.

 

In this day and age the ability to share ideas is really important – so hope this helps.  Happy to share ideas so do say hello @MarkSBainbridge

As a marketer of some 30 years in the industry I have grown up in an ever changing media environment, starting with a grounding in traditional media, discovering new opportunities through the advent of the Internet;  and watching the fragmentation of media markets and pursuing consumers as they dispersed into device lead social communities. 

Whilst the fundamentals of the marketing requirement might not have changed much, we still need to acquire, engage and retain their desire for our brands and propositions and we still need to think creatively but the points of engagement have dramatically widened.  Trouble is it’s all got just that little bit more complicated.

As a marketing leader I have many tasks to perform, managing and inspiring people and budget, creatively solving problems, delivering results and innovating.  As we enter a new data lead phase of the evolution of marketing I wonder at the enormity of the creative and marketing technology landscape that lies ahead of us as professionals. There’s an enormous amount of choice out there and some of it is simply brilliant in what it can do but I am faced with a dilemma, no time to explore linked to a limited span of attention for sales pitches versus a desire to find new avenues for consumer engagement and a requirement to keep my brand fresh and using the most appropriate and efficient channels to market.

Followers of Scott Brinker @chiefmartec will know that emerging technology is proliferating at an amazing rate and if there were 2,500 new martech options in 2015 there are predicted to be 3,500 in market this year.  So with a passion for innovation I want to understand this emerging technology and what it can do for me; I’m not a great believer in the big martech stacks, largely because if we all use the same one’s where are out points of differentiation.  I much prefer to unlock the value of handpicked genius, but of all my resources, one of the most limited resources I find I have is time. 

I stumbled across an outfit who I think are brilliant – @TechSource_co, part of Studio Art and Commerce, themselves a start up of senior brand and agency people who understand the needs of us marketers, largely because they’ve been there done that – got the T-Shirt. 

Anyway, worth a look – they have rationalized the mighty 3,500 into categories and work with brands to help them explore by categories the best in class emerging solutions and help handpick and set up fast to market pilots with the ones of most value. For me it’s been a welcome navigational short cut that has helped me find some real genius ideas around product innovation and content generation.

In this day and age the ability to share ideas is really important – so hope this helps.  Happy to share ideas so do say hello @MarkSBainbridge

All Posts
×

Almost done…

We just sent you an email. Please click the link in the email to confirm your subscription!

OKSubscriptions powered by Strikingly