Sooner or later, these types of technologies will be integrated into Mar Tech strategies, so keeping up with the latest innovations is critical.
Given the changing dynamic of marketing technology landscape, where do you see Wipro fitting into a modern global CMO’s stack?
How should organizations aim to become high-velocity, customer-centric entities?
To what extent would automation enable such companies to achieve their objectives?
It’s important to embrace new, non-traditional marketing talent, such as marketing technologists, creative technologists, and data engineers, but marketers need to spend time identifying what specific emerging technology solutions will best help them in their industry sector and help them reach specific audiences.
Automation solutions that can capture and analyze personalized data quickly, distribute targeted marketing materials, and help to field customer inquiries will be essential to success.
To me, high-velocity is all about time to market for marketing programs and experiments and is driven by more customer journey centric, multi-disciplinary teams.
We need to think in terms of squads and tribes rather than siloed operational departments – to drive omnichannel journeys we need to blend web, mobile, email, social, analytics, etc and not have them still sat in different teams operating with individual channel targets and objectives.
Success lies in the ability to continuously refine a company’s strategy, design, and execution.
CMOs can rebuild their teams to increase Mar Tech agility while also testing and evolving new technologies like AI and Machine Learning.