The Case of the Misunderstood MarTech and more…
Has marketing technology, content marketing and need for customer driven insights changed all that much in the last 4 years since I first wrote this post in 2020?
In 2020, I observed that companies were moving into Adobe experience management as their go-to content management platform. Come 2024, I am still experiencing some late bloomer companies especially in the content marketing game, now only moving into Adobe experience management or AEM for their content management platform in a bid to get ahead of the game in personalization of the customer experience and engagement.
They will soon be in for a surprise as AEM alone will not differentiate them from their competitors who are doing the exact same thing or have done the exact same thing as it’s after all a technology and a platform. It is merely an enabler but not the solution itself.
It doesn’t negate the need and the fact that it still boils down to having insightful and forward looking content that is useful to their customers. It certainly doesn’t negate the need for them to first have a close connection with their new and existing customers in order to know what kind of content matters to them above all the noise in the market. It certainly doesn’t remove the fact that you need a robust content pipeline to feed the hungry beast of a machine to fully maximize its capabilities especially in organic SEO and to supplement your SEM strategy.
That unfortunately is still a missing piece in lots of companies. Why is it so hard to get that thought provoking viewpoint? Why do so many so-called subject matter experts still behave and think they know it all when the truth is, they are merely regurgitating facts and what others are already saying or just passing the content strategy buck to their agencies? Why are companies who claimed to know their customers, not asking them the right questions in order to help them get the right answers?
Another common mistake is when companies don’t really know the full potential of a particular technology, including MarTech or marketing technology that they have and what they are investing in next.
What then happens is they start shopping for the next latest technology without first reviewing and fully understanding what they already have, how it’s being used, who has been using it and how it else it should actually be used. Often times, you’ll find the technology is perfectly fit for purpose but being used either by the wrong people or the wrong way. In addition, the existing organizational structure and culture might also not provide an ideal process of supporting its use.
But instead of changing that first, they start looking at the next big thing, adding to the mess of integration, implementation, adoption and usage problems that their employees and sometimes customers need to deal with. This leads to stack bloat.
4 years on and stack bloat is still a problem; in fact it has worsen and will continue to as even more MarTech tools get added to the market.
Therefore, instead of blindly investing in all sorts of MarTech tools and platforms, companies should also make sure they have the right objectives, people, processes and plans in place to fully maximize the capabilities of the MarTech. Else, they will end up with yet another white elephant and a misconception that it wasn’t a good enough technology. A case of the blind leading the blind is anything but fine.
Same goes for having the right expertise in who they hire to be thought leaders, spokespeople and making an effort to invest in getting consistent feedback and sentiments from both customers and prospects alike. This is to avoid an echo chamber situation, which is common in hierarchical organizations.
Ultimately, companies who wish to embark on their MarTech journey especially to better support their content marketing efforts need to look at it holistically and not cut corners on doing the needful. Start with your customers, then be clear with your objectives and then plan with a view to buffer for the what, who, where and how in terms of tools, processes and people in your organization.
About the Author
Mad About Marketing Consulting
Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.