Martech is at a Tipping Point

In a move that demonstrates the growing important of martech not just for the marketing function, but at an infrastructure level across organisations, WPP AUNZ recently hired its first chief of marketing technology

It's a role that's increasingly been touted as vital as businesses turn to technology to create and orchestrate brand experiences across a plethora of channels and interaction points.

Adam Good was hired to help WPP AUNZ clients gain ROI from owned martech. It's the latest move to pivot the agency to a creative transformation organisation.

Good, a digital transformation specialist who has worked at both Telstra and Dentsu, has only been in the role for nine weeks, but told CMO he is keen to focus on what martech can do as part of an overarching communications business. First things first, he is looking to centralise the martech skills within the WPP businesses, before taking the offering out to clients. 

To this end, Good has spent many weeks chatting to clients to find out what assistance they need with technology. For the most part, it turns out the need is in recognising ROI and figuring out where the tech stack sits within the organisation, campaigns and marketing, rather than selecting the martech itself.

“We’ve found that while a client might have strategic and delivery plans for a platform, once you’ve got an ‘always on’ marketing program, they want to know how that works as part of the organisation, and how campaigns sit with that,” Good said. “I’ve been on the client side, as well as the agency side, and it’s pretty clear martech spend is growing, and most businesses know which martech they want, and they retain the licencing. 

“However, we are clearly at a tipping point, where clients have paid for these tools and have ideas of what they want to do with it, but they are unclear where it sits within their overall infrastructure."

Read the rest of the article on CMO here.

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