There’s no argument that the array of mar-tech tools has massively increased the creativity and control of the marketing function. And many take quite a slice of the budget, so need to be adopted wholeheartedly to prove their ROI.
But when planning a programme or campaign, the process should start (and be led) by the challenge, intent and objectives – not tools to support the achievement of the task.
Check out the meme, ‘When toys rule the roost’. Have you seen too much love for mar-tech, and not enough for the marketing?
The challenges represented by ‘When toys rule the roost’ relate to:
- Integrated and ABM marketing managers with many opportunities to deploy the tech stack within their initiatives
- Creative and marketing agencies commissioned to develop new campaigns
- Marketers with pressure to report on levels of detail where the analysis effort could outweigh the possible extraction of value
This post is 1:50 from #WhenTheAgency, a witty collection of observations through the eyes of the tech marketing agency. All memes are available to drag and drop into presentations or social posts. Visitors are encouraged to share and create knowing smiles amongst your colleagues and peers.
The full library of memes for #WhenTheAgency is available here. Enjoy!