What tech­nol­ogy is over-rated and what is un­der-rated?

New Zealand Marketing - - Shorts - SI­MON HOFMANN HEAD OF BRAND AND MAR­KET­ING COM­MU­NI­CA­TIONS KIWIBANK

There is ob­vi­ously mass pro­lif­er­a­tion of martech avail­able and it con­tin­ues to change ev­ery day. This makes for a pretty com­plex land­scape for mar­keters to get a han­dle on – we’re up to 7,000 tools and count­ing. Much of the suit­abil­ity and im­por­tance de­pends on the type of busi­ness you are and much of the new and emerg­ing tech is over­hyped.

I don’t think you can ever un­der-rate a rock-solid cus­tomer data plat­form – it’s such a crit­i­cal en­abler and huge com­pet­i­tive ad­van­tage.

There’s a heap of chat­ter about AI and I think we’re start­ing to see more prac­ti­cal ap­pli­ca­tions as well as un­der­pin­ning many other martech plat­forms and tools. We’re see­ing some great re­turns from our in­vest­ment in AI which utilises pre­dic­tive an­a­lyt­ics, ma­chine-learn­ing and nat­u­ral lan­guage pro­cess­ing and is also help­ing scale our team.

From an over-rated per­spec­tive, I’m go­ing to make a call on AR and VR. There’s some awe­some ap­pli­ca­tions but the scaled re­turn is cur­rently limited at this stage, how­ever it will change over time as the tech ma­tures.

At the end of the day mar­ket­ing tech­nol­ogy is all built around good data and that can never be un­der-rated.

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