Title: Insights from Marketing Live 2023 in Sydney: The Future of MarTech and Marketing Strategy
As a marketing consultancy agency specialising in marketing strategy, MarTech, and conversion rate optimisation, attending events like Marketing Live 2023 is a must. The event at the ICC in Sydney showcased the latest and greatest in marketing technology and provided insights into how marketing directors can increase business performance.
CDP Providers and the Future of MarTech
One of the most prominent exhibitors at Marketing Live 2023 was CDP providers. Customer data platforms (CDPs) are becoming increasingly important for marketers as they collect and unify first-party customer data from multiple sources to build a single, coherent, complete view of each customer. Marketers can then use this data to create targeted and personalised marketing campaigns. With the availability of marketing and business data increasing, it has never been more critical for marketing directors to show evidence that their marketing activities are driving business performance increases.
However, several challenges come with using CDPs, including siloed data, dirty data, and a need for more data analysis experience. Additionally, technology providers such as Apple are increasing device privacy updates, decreasing the volume and quality of usable data.
Navigating the Complex MarTech Landscape
At Marketing Live 2023, a live debate on navigating the complex MarTech landscape. The discussion featured Tim Armstrong from Nova Entertainment, Satya Upadhyaya from NAB, and Billy Loizou from Amperity. One of the key takeaways from the discussion was that MarTech should not be seen solely as a marketing expense but as a tool that the entire business can use, specifically the c-suite. For example, one company is using the data ingested by its CDP to help predict its share price, which was an example of how the tool can be highly advantageous for the CEO, COO and financial directors or perhaps the sales director or account directors can improve services.
The debate also highlighted the importance of vendors tying their solutions into commercial outcomes for their clients, understanding how a MarTech solution can fit within existing business workflows and drive utilisation, using different vendors for strategy and implementation, and understanding the overlap of features of vendors and where the actual value is from MarTech.
The Importance of Education and Real-Life Application
One surprising takeaway from Marketing Live 2023 was the need for more education and understanding of attendees in the industry and businesses. There is a real need for skills such as data analysis, SQL, privacy law, and data security to utilise MarTech tools and maximise return on investment. At our marketing consultancy agency, we have years of expertise in building CDPs to combat the effects of privacy updates and working with partners such as Facebook and Dynamic Yield. We understand the importance of having a team with the right skills and expertise to ensure success in this field.
Networking Opportunities and Serendipitous Encounters
Attending Marketing Live 2023 provided an excellent opportunity to network and meet potential partners, clients, and mentors. By being open to conversation and interaction, we created the possibility for serendipitous encounters and unexpected opportunities to arise. While the event was a two-day event, the volume of exhibitors did not justify the time, as you could make the rounds in half a day. However, with the recovery of events and exhibitions, we hope to see more events like this in the future.
Conclusion
Marketing Live 2023 provided valuable insights into the future of MarTech and marketing strategy. As a marketing consultancy agency, we understand the importance of keeping up with the latest trends and technologies to provide the best possible solutions for our clients. Our expertise in MarTech and marketing strategy and our focus on education and real-life application make us the perfect partner for businesses looking to maximise their marketing efforts.
