What next for martech? How digital transformation is paving the way for a new era
The robots are coming… but what does that mean in terms of the trends, developments and opportunities within martech? Mumbrella’s Damian Francis asks four of the industry’s leaders to see what they think we can expect in the coming 12 months from the sector.
1. How did 2020 shape or reshape martech?
Karl Durrance, Amazon Web Services (AWS) director of enterprise, Australia and New Zealand
This year put a focus on marketers on the importance of one-to-one and personalisation, in lieu of in-person experiences, and finding mechanisms to scale to successfully market to customers.
For example, beauty retailer, MECCA challenged themselves to translate their highly personalised in-store service to their online experience. MECCA launched a proof of concept led by the MECCA technology and CRM teams to demonstrate how much they could achieve without developing their product recommendation engine. Since integrating Amazon Personalize, MECCA is seeing customers respond positively to the new recommendations with a 65% increase in email click-through rates and a corresponding increase in email revenue relating to the products.
Henry Innis, Mutiny co-founder and partner
Going into 2020 martech was oversold and over-invested. We’d hit a saturation point — my view is MarTech probably was taking money away from brands, not delivering more to brands.
