What worries you about marketing technology? With All About Marketing Tech right around the corner on March 15, we’ve been putting the finishing touches on the program, and that question has been top of my mind. This year, three issues are at the forefront.
1. How Do You Make Marketing Technology Part of Your Strategy?
This is the big one. We’ve gone through years of picking up whatever shiny new technology seemed to be working. But now that customers have made so many channels a part of their lives, it’s really less about the tech and more about your overall marketing capability. How does the technology enable your strategy? That’s the real question.
To answer that, Andy Markowitz, former general manager of GE, will sit down to talk about “Why Marketing Organizations Win or Lose in the Age of MarTech-AdTech Convergence.” If you want to know the difference between organizations that use technology to enable their strategies and organizations that waste their time and budget chasing shiny objects, this is the keynote for you.
2. How Do You Find the Talent to Use It?
Perhaps the most overlooked challenge of the marketing technology era is the people problem: How do you find the personnel who know how to get the most out of all the technologies and execute your strategy?
It’s one thing to find people who excel in single channels, but another to find the people who can create omnichannel experiences.
In “How to Find Great Marketing Tech Talent,” Marketing recruiter Jerry Bernhart will talk about the key considerations in making a great, tech-savvy marketing hire.
3. How Does GDPR Impact Your Tech Stack?
The biggest new worry for 2018 has got to be the EU’s upcoming General Data Protection Rules (GDPR). Requiring marketers who have EU citizens in their files to account for a host of new rights — including the right to erasure, which requires you to erase all data about a customer on request — GDPR raises many questions about your tech stack. Are any of your tools going to be a problem for GDPR compliance?
In “GDPR and Your Tech Stack,” we’ll talk about those concerns, and what you should do about them.
Plus, hear from six new marketing technology startups, Campbell’s Soup, Flexjet and more! Registration is open, just head over to aamt.targetmarketingmag.com to sign up today!