The Rise of Marketing Technology

By: Dallas Trembach

The thing that marketing technology focuses on yet is overlooked are the two central factors which is the customer and the marketer. Some people think that technology will automate us out of the marketing equation. Heaton disagrees with this concept and views ourselves as part of the marketing process. To illustrate this point he uses the acronym PANDA

The “P” is for “purpose”…

The “A” is for “analytics” …

The “N” is for “networks”…

The “D” is “digital”…

The “A” is “art”

He goes on to explain that the digital is going to combine a lot more artistic with technical and will lead to a more “emotional and engaging place.”

With marketing seeking to deeply connect and engage on an emotional level with the customers and with engagement as the goal, sending more technology at the customer is not the solution. The solution is to use the technology to assist in making a stunning customer experience. The A is for art which deals with marketers learning to use technology as a creative tool. This change in the way we view technology is revolutionary as we move from seeing it as the tool to which we achieve our goals, and not the goal itself.

So with the growing number of technology marketing companies, we must remind ourselves that the two common factors behind these companies are the marketer and the customer. The technology companies that will lead the way in the future are those that help create an amazing customer experience and allow the marketer to engage deeply with their customers. This process will become more refined over time, as user experience is fine tuned.

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