A Marketing Technology Guide

As they say, Rome wasn’t built in a day, neither was Gaudi’s Sagrada Familia. In fact, it is still being erected today, more than 122 years after construction started. The time required to create this work of art continues to be influenced by many items. The level of complexity of this building is beyond the imagination of many of us and it is covering its expenses based on donations from the community and visitors. Therefore, my intention is not to judge the swiftness of the project, but rather marvel in it as a human accomplishment for analogous purposes.

Marketing Technology is similar in at least one respect. Not in the years required to implement it, but in how it benefits from a sound plan. The typical business starts its marketing planning cycle with marketing concepts and small investments in technology. The Marketing techniques mature, the engaged audiences increase and the technology needs grow with the success of the business. However, Sagrada Familia was designed as a whole rather than as an individual room and then another. A complete blueprint of the design was drafted, reworked and finally perfected into an architecture schematic. While additions to the plan are often necessary, designing a baseline enables an organization to define its goals and future. When the effort to build the concept was actualized, issues arose and were circumvented along the way as architects, engineers, construction crews, city officials and city planners turn idea into possibility and eventually reality.

Read more about Sagrada Familia in Barcelona, Spain

Formulating a MarTech plan as part of an annual marketing plan is a necessity and requires a similar amount of knowledge and possibly fortitude, along with quarterly updates. Why?

  1. Marketers are implementing more marketing techniques
  2. Many technologies are now available in the cloud and
  3. MarTech is changing rapidly

The result is that each day clever new marketing techniques are uncovered due to creativity, our collective understanding of how marketing influences people and how technology solutions provide automation, consistency and efficiency. As an organization’s marketing skills mature and generate improved results, the resources required to make it happen must also evolve and advance.

The following guides provide selected marketing fundamentals for businesses within specific industries and the potential corresponding marketing technology building blocks.

INDUSTRY MARTECH GUIDES

As presented in the guides, there are many components to consider, but keep in mind that each could be implemented with the simplicity of a spreadsheet and time or the automation of an individual or multiple technology solutions depending upon the sophistication and budget of a given business, among other factors. Creating a foundation of people, money, data sources, marketing technologies and marketing services that will allow a business to expand, will enable a marketing team to respond to market needs accordingly. While this adaptability may not be in place at the outset, diligent planning will improve marketing results today and enable heightened success in the future.

What’s required to achieve this well-tuned, optimized marketing performance engine? For starters:

  • An understanding of what’s possible across the myriad potential marketing techniques
  • Coverage of numerous marketing technologies for each marketing objective
  • A marketing plan with defined objectives and goals

The above information in totality is too much for the typical marketing team to handle in today’s world. Having resources for businesses to get up to speed regarding marketing technologies applicable to specific objectives is crucial to generating results and meeting performance goals.

Changes in Digital Content Protection with CalECPA

Personal Digital Content continues to change rapidly while the legislature to protect it plays a game of catch up. California recently signed into law a change that affects the protection of personal digital content such as emails, text messages, online documents, photos and location data.

What has Changed? – Currently, federal law protects this type of digital content for the first six months of its lifecycle. CalECPA extends this protection beyond this window of time. Additional proposed legislature may change the federal ECPA law in a similar way, but requires further vetting and approval.

Ultimately, this could affect many technologies such as software applications for computers, tablets and mobile phones. Storage of this type of data is common within email solutions, mobile apps, online storage solutions and any software that captures personal or business related documents, messages or images.

A Marketer’s Perspective – Each business is different and should seek guidance from qualified resources to understand if this affects their marketing efforts or the products and services they offer to California residents and possibly the United States as a whole at some point in the future. Effectively, this law could change how businesses store, protect and share information covered by the legislature. It also defines under what circumstances they may need to relinquish information.

What does this mean for the typical business? Ultimately, this law was changed because the legislative body in the state was influenced to treat the aforementioned data differently. More specifically, this data is to be treated more privately than say the tracking of what type of browser is being utilized by the consumer. As a result, a business may want to review its privacy policy to ensure its use of this type of information reflects the nature of this law as well as both the implied and directly stated privacy requirements for consumers.

As a guideline, a business may want to contemplate the following questions:

  • What impact does this data have within my business?
  • How should I treat this data as I converse with my customers?
  • What technologies will enable my business to manage this data in a manner consistent with what I have decided for my business?

Real Applications – As an example, if a mobile application makes use of location data, and legislation continues to protect this data more than previously, a company may want to adjust how the app presents this data and how users access it. Risk exists with respect to inadvertently disclosing information during the course of business. Many companies are presenting data in clever ways to inform, engage and provide benefit to their customers. While the goal is commendable, the bar for protecting consumer data was just raised ever so slightly.

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