#martech

#martech

From AI content generation to personalization at scale, technology is constantly breaking new barriers when it comes to connecting marketers and audiences. New tools and platforms leveraging generative AI, along with changing consumer behaviors, are rewriting the marketing rulebook. Opportunity is everywhere, yet many businesses struggle to integrate technology and strategy in a way that drives real growth. Working with companies of all sizes to help them understand and implement tech strategy, I see plenty of good and bad practices.

Described as an app store for marketing solutions, Alli Marketplace enables brands to browse, compare, and install a wide range of tools - from audience data and measurement to creative and AI - directly into their workflow. "Think of Alli Marketplace as a bazaar of marketing and ad technology," says Chris Alvarez, vice-president of AI and technology at PMG: "[You] can see, browse, discover, and install new marketing technologies within the platform where marketing, planning, buying and strategic decisions are made."

The execs kick things off: Why are we here? What will this achieve? Then the consultants descend. Let the process mapping begin. Swim lanes. Handoff points. Decision makers. Stakeholders. RACI charts. Today is all about people and process. The message is clear: fix the people side first - because until you do, no technology will save you. No more silos. No more pain points. Content, data and insights delivered on time and on spec.

In 2024, cost emerged as the top consideration for marketers when selecting new technology tools, with integration and the ability to measure ROI closely following.

Shoppers won't wait around; if they can't find the right product fast, they'll bounce, taking potential revenue with them.

"Martech integration is not a technical problem. It's an organizational one."