OMD

We live in a world of constant change. Marketers always find the futuristic new ways to evolve the thing we are doing and create efficiencies. When the digital media started to emerge as a channel in late 90s and early 2000s, everyone was talking about how marketing in digital is futuristic by using technology, tools, and software. Inreality, advertising was simple with standard display assets, basic placement, manual optimisation and very traditional buying process.

Now we can proudly say, technology is in the centre of the marketing world. In the last 20 years, we have seen various ways of usage of technology in marketing. It has started with baby steps and probably with some unpleasant examples, however today technology commands the marketing at all! With the nonstop evolution, we see many great cases of using technology in marketing.

"MarTech solutions are very important for marketers, as the use of technology can make the process smoother and stronger for the desired results."

Evolving technology in marketing creates a lot of opportunities which are fantastic advantages for us. Automation of buying, intelligent planning, dynamic solutions, visualisations, data management tools are only a few examples I can list. They are making the life faster and helping us to make the marketing in digital truly exceptional. Technology helps us to get results quicker even with the use of artificial intelligence.

Although there are many advantages, we should state that complex structure of MarTech, makes marketers concerned to find the right partners and tools. In any specific area of Martech, there are plenty of options, that marketers need to evaluate and choose. It is not easy to understand which partner is best for your need and this is making the process slower. As aresult, heavy use of some early successful players is preferred with the supportof positive experience from marketers’ network. If you are a new player in the landscape, it becomes hard to be recognized, if you don’t have a specific difference point than others.

From the eyes of media planning enthusiast, close relations of media and technology is my favourite subject in the landscape. Automated tools and optimisation opportunities helps us a lot for a while, to find the right audience, at the right time with a right message. One step ahead of this is now helping us when working on a strategy or even on a simple media plan. Integrated data, insights and channels are creating a great opportunity of investment planning and channel planning.

When we have a look from a broader perspective, I want to highlight the importance of first party data for marketers. Increased pressure on use of external data with new compliances, requirements and limitations directs marketers to use their 1^st party data efficiently and effectively. We can split this into 3 parts. Collecting data, storing, and activating. MarTechsolutions for each part are very important for marketers, as the use of technology can make the process smoother and stronger for the desired results.

As underlined a couple of times in this article, everyone needs to be aware of MarTech is a non-stop area, and you would never end up with finding the best solution for life! There can alwaysbe a better solution, so having an eye for an alternative solution is the best thing to keep in mind. Sharing the experiences with technology and learning from others are good ways of increasing the intelligence. It doesn’t need to be always directly relevant practices, as learning from different experiences can influence a testing area for your own needs. Entrepreneurs should always think about this and start their sales process with trying to see from marketer’s eyes. This can support them to think about the “questions”, rather than focusing only answers on their mind.