Amigos Advertising

[Sharon Harris]

Tomeet this exploding need for personalised digital interactions, customer data platforms are increasingly driven by intelligent algorithms to trigger a cascade of automation. These yield an effectively infinite number of user journeys that seek to engage each customer in a responsive and unique conversation. McKinsey estimates that personalisation at scale has the potential to create $1.7 trillion to $3 trillion in new value for organisations who get this right.

A new generation of predictive analytics tooling enables rapid modelling of these systems. Shifts and trends at scale can be rapidly identified, while simultaneously individualising the experience for everyone who interacts with your organisation at any touchpoint.

From natural language processing and nuanced understanding of customer needs, to parsing of vast datasets at unprecedented speed, the emergence of truly conversational AI tools will combine enriched customer data with automated responses. This will create a holistic user experience that is increasingly undetectable as non-human.

These two disciplines have not always interacted smoothly in the past due to conflicting ideologies: marketers want to respond and create and innovate instantly, while IT wants to test and check and pilot changes cautiously.

A new generation of tools is helping bridge this gap, putting powerful functionality in the grasp of more creative users, while remaining within safety zones and sandboxes that avoid systemic risk. The evolution of this trend is a level of digital maturity and user experience improvement, enabling non-technical marketers to identify, create, and deploy their own solutions, using visual and intuitive tools.

Using pre-set drag-and-drop interfaces, marketers can quickly test new workflows, integrations, web apps, chatbots, and more. They can mockup a quick ad in Canva, or build predictive machine learning modules in Tableau, even if these are later refined by specialists in design or data science following proof of concept.

This is accelerating the agile cycle, and enabling low-risk experimentation and innovations that would have involved unthinkably complex and specialized work just a few years ago. At the same time, it protects vital assets and standards (such as pre-setting a brand kit within a Canva template, to ensure every output meets certain design criteria).

Every marketer and related professional has their preferred technology tools, which they have been adopting and accumulating over years. Solutions like CRMs, SEO optimisers, email marketing services, and advertising planning tools have been invested in and customised to serve growing needs, as their availability steadily proliferated.

Even without structural change, the low-code shifts discussed above put new integrations and functions at the fingertips of individual marketers and teams, to connect different datasets and applications.

Integrating data like funnel reporting, multi-touch revenue attribution, revenue reporting, and support costs create powerful new business-intelligence visualization possibilities. Enterprise users can create bespoke real-time dashboards to support integrated reporting offered by different applications.

Meanwhile, the European Court of Justice has annulled the Privacy Shield Framework between the US and EU, making it harder to legally merge datasets in the way that all the integrations discussed above necessitate. On the tech front, the rollout of iOS14 is bringing new challenges to the tracking of users across platforms, and Google is phasing out third-party cookies in 2022.

As public understanding of privacy issues in relation to big data evolves, winning trust as an ethical data custodian will become a key marketing communications issue, which must be demonstrably underpinned by credible technology.

Whatever the future of business holds in 2022, there is no such thing as a non-digital business in any meaningful sense any longer. Consequently, MarTech will be a key contributor to business growth across all sectors.

Data-driven MarTech will be fundamental, in establishing and maintaining the position of the marketing cost center with measurable business impact. Tasked with achieving greater growth and ROI under ever more constrained budgets, marketers will face internal competition and an ever-greater need for attribution.

While physical sales interactions continue to be extremely limited, alignment of sales and marketing departments will become increasingly essential. Marketing outputs fuel the pipeline, and granularly attribute engagement from the first click to sales conversion to lifetime customer value.

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People holding these different perspectives should collaborate to define what to do, and agree on how they know when it is done correctly. The end result of such a collaboration results in a clearer description of an increment of work often in the form of examples, leading to a shared understanding for the team.

The concept of three amigos intends to balance between no collaboration between people with different perspectives and involving an entire team in discussing all the details of every increment of work.

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