Marketing Technology – outsourcing your MarTech stack

Read five minutes and you know the pros and cons.

Pros and cons of outsourcing MarTechThe marketing profession is changing constantly. This is episode 5 in a series about MarTech (short for Marketing Technology). In the previous articles we looked at: What is MarTech exactly? What can you do with it? And how can you ensure that your technology functions properly? As a marketing team, you can no longer do without MarTech. In addition to creativity and project planning, marketing now has a third component: technology. The digital tools that marketers use do not stand alone; a set of digital tools to plan and run marketing programs as effectively and efficiently as possible in different channels is called a marketing stack. In my previous post we saw that for a medium-sized marketing team of 10-30 employees, outsourcing the development and continuous improvement of your marketing stack can be a real advantage. The motto here: “Let marketers be marketers again”. But what are the real advantages and disadvantages of outsourcing? Continue reading

Marketing Technology – Let marketers be marketers again.

Who is responsible for marketing technology in your team?

marketers having fun working togetherThe marketing profession is constantly changing. This is part 4 in a series of articles about Marketing Technology, also abbreviated to MarTech. In the previous articles, we looked at what a MarTech stack is and whether there is any value in it for a marketing department. This time we take it a little further:

Congratulations! You as a marketing director or manager have made the decision. You and your team want to get started with a MarTech stack. Or better, you’re going to ‘stack’. But who is going to do it? The whole team, you, a single employee? Or are other solutions possible? Continue reading

I have found this fresh and fabulous marketing tool! Can I use your credit card?

Or how you, a marketing director, can end up in a marketing technology jungle.

buying subcription based tools online

The marketing profession is constantly changing. This is the third article in a series about Marketing Technology, MarTech, in short. What is it? What does it mean? In the previous post we looked at what a MarTech stack is and what it can do for a marketing department.
The answer to that was that every marketing team uses a range of digital solutions to a greater or lesser extent. For example, e-mail, social media management tools and a content management system. We also looked at marketing technology stacks. The great advantage of a stack starts with viewing a set of tools as an ecosystem, instead of loose sand, making them work together better and making them work well together. Continue reading

How to create a top-notch Digital Marketing Platform?

Visiting car dealership. Handsome bearded man is stroking his new car and smilingDo you really need a marketing software platform such as Adobe, Marketo, Oracle or Salesforce? Or are there better solutions? Read this article and find out within five minutes.

The art of marketing is continuously evolving. In the coming weeks I will present you a series of articles about Marketing Technology or in short MarTech. What is it? What does it do? And what do I have to do with it?

The last week we explained What every marketer should know about Marketing Stacks but doesn’t dare to ask (link to the previous post). Now that you know how the new marketing technology landscape will put you in the driver seat, let’s zoom in. How do you build a top-notch Digital Marketing Platform? Continue reading

Mercedes starts web store for its high volume models

Mercedes CLAPremium car manufacturer Mercedes will start selling new cars directly online this year. The web shop will be called “Mercedes-Benz Online Connection”. The starting date is still to be announced, but it is clear that the models that will be offered are pre-configured versions of the A,B and CLA. According to Automobilwoche a niche model, such as the CLS Shooting Brake could be added later on. The aim is not to offer some special cars, but cars that are attracting a large target group. The online store will start in Germany. …Continue reading

Marketers struggle with relationship data. And automotive marketers?

Customer Lifecycle Engagement Yesmail and Gleanster 2013As an automotive marketer in a brands headquarter or country organization, you know the needs, wishes and preferences of your brands customers and dearest fans. When is it the best moment to start communicating about that new promotional package or lure them into buying the new face lifted model? You know, don’t you? …Continue reading

How to target affluent fans

target affluent fans

There is one thing all luxury brands have in common: When they communicate in traditional mass media to interest new prospects for their products, the message is also received by a lot of consumers who will never be in the position to buy that product. Mass media, such as TV, offer by nature limited possibilities for very specific audience selection. The variables for selection are limited to for instance age group, sex or time slot.

That is why a luxury brand needs a different marketing communication strategy to bring in new affluent customers? Jaguar now tries a mobile one to target affluent fans. …Continue reading

Why some Dutch automotive marketers should look more closely at their website

The website of an automotive brand is one of its most important tools to inform prospective buyers. There is undeniable correlation between the website traffic of a car brand and the number of customers a dealer can expect in the showroom …Continue reading