ATLANTA — Still struggling to make sense of too much MarTech? Actually, you may be focusing on the wrong target.
At a P&G Alumni Network Event at Coca-Cola Headquarters here Wednesday night, Arke Vice President of Strategy Margaret Wise told attendees to shift their attention from marketing technology — MarTech — to brand technology — BrandTech. BrandTech is the new MarTech.
While both leverage technology for marketing, there are differences. “MarTech is interruptive. BrandTech is frictionless,” she explained.
P&G Alumni Network
The P&G Alumni Network is a nonprofit organization founded help former P&G employees stay connected. Arke is the network’s strategic technology partner.
In addition to Wise, speakers included Dave Knox, author of the newly released book, “Predicting the Turn, the High Stakes Game of Business Between Start-Ups & Blue Chips.”
Knox is also managing director of WPP Ventures and Chief Marketing Officer of Rockfish, a WPP agency. He’s also a managing partner in the VC firm Vine St. Ventures and is the co-founder of The Brandery, a startup accelerator.
Start With Strategy
Arke is a brand experience consultancy specializing in strategic implementations of marketing technology solutions. By building on its roots in technology and experience design, it’s driving the next generation of experience focused businesses.
By approaching MarTech from a strategic perspective, Arke helps companies accelerate change to keep pace with technology.
The first step is to develop a strategic plan, Wise said. This helps turn disparate technologies to an integrated system that drives revenue, makes the best use of marketing investments, and improves brand experiences for both customers and employees.
It aligns marketing technology investments to business goals, Arke clients successfully leverage MarTech to drive customer growth through holistic brand experiences, Wise explained.
This new approach — BrandTech — enables businesses to seamlessly give their customers an optimal experience across multiple touchpoints. Supported by the customer journey, physical and digital channels, and strategically important technology, it prioritizes user experience.
As Wise noted, Technology is only a tool unless it helps clients meet the goals mapped in a thoughtful, comprehensive strategy. And today, that strategy increasingly revolves around experiences.
To offer the best brand experiences to your customers, you have to offer relevant interactions, Wise explained. Businesses have moved beyond “moment marketing” to “mindset marketing,” which all ties back to relevance.