Why Clouds Don't Reign, Part 5: This Is What Great Technology Looks Like28th July 2017
The marketing clouds have set themselves a Sisyphean task. By claiming to be a one-stop shop for marketers, they need to provide everything they need, forever. This is made impossible by the unpredictability and pace of change of the marketing industry.
In attempting to fulfil this impossibly comprehensive requirement, the MarTech offerings of Adobe, Oracle, Salesforce, and so on have ended up somewhere between a consolidated service and a disparate collection of specific technologies. To some degree, our conclusions support the view of Wunderman CTO Stephan Pretorius; marketing clouds are a myth.
Initially this phenomenon looked like it was due to the difficulties inherent in trying to integrate complex technologies into a single product. However, this series of posts has argued that it has hit a second much larger problem, the way that marketers work.
The first piece in this series answered the questioan, “why is there so much MarTech?”, in a slightly sneaky way. There are so many MarTech products, we argued, because the clouds cannot do everything that marketers need. However, we left a necessary question hanging; just what is it that marketers need?
It’s not what you do
The relationship between marketing and technology has become a strange one. On the one hand, marketers genuinely seem to need things that the clouds cannot provide (hence the fact that clouds don’t reign) and yet on the other hand technologists seem all too ready to furnish marketers with things they probably do not need.
This present series of blogs provides an answer and it lies in a better understanding of these needs. Particularly, it involves splitting these things into two categories. The first category comprises the features that marketers need in their technology, such as the ability to send personalised messages to customers, the ability to insert content at key points in the user journey, or the ability to manage customer relationships on social media. In other words, what the technology does.
The second category comprises the ways in which these features are delivered, such as the way that an email campaign is implemented, the way that customer data is organised, or the way that alterations are made to the customer experience of a website. In other words, how the technology does it. Here, marketers have a set of needs that prize speed of delivery, ease of use, and cost-efficiency, as opposed to simple breadth of capability.
What we have found is that the marketing clouds offer an overabundance of the first at the expense of a massive deficit in the second. They can do an impressive range of things, but they do them incredibly slowly, with great difficulty, and at great cost.
The fatal problem with this is that while many of the things in the first category are nice to have, all of the things in the second are essential.
Better is Simple
Marketers do not want to be technologists. They do not want technology to tell them what to do and they do not want their every decision to be dominated by technology timelines and costs. In fact, they simply want technology to get out of the way.
Amigo believes that the goal of marketing technology should be to support marketers to do the things they want to do. That does not necessarily preclude the things that they did not know they wanted to do until they could. It does preclude telling marketers what they want, pushing them to make unnecessary changes to the way they work, or trying to disrupt them for disruption’s sake.
This means that we value the technology we create not on how many hundreds of features it offers marketers to choose from, but on how quickly, easily, and cost-efficiently it can deliver specifically the features that marketers ask for. That is why Amigo is built to eliminate the marketing execution gap. We want to enable marketers to transform customer experiences without considering technology at all.
So, what does great technology look like?
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