In this new video, StackAdapt Co-Founder, Vitaly Pecherskiy (COO) uncovers the true meaning of digital first marketing for brands: Stop onboarding automation and analytics tools and start looking for an end to end solution.
“I think there are two breeds of brands,” says Pecherskiy, “The ones that are more traditional, the brands that were around almost before digital or appeared on the verge of digital, and there are brands that flourished in the digital space.”
These brands have fundamentally different viewpoints when it comes to digital:
“[Brands that came about during digital] grow their businesses with a digital first mindset. Inherently, they view digital and technology as a mandatory part of their business. Whereas with older, more mature brands I find it’s really hard for them to change and walk away from what they were doing even fifteen years ago.”
According to Pecherskiy, there are also technological distinctions between in-house marketing teams and outside hires:
“I think brands are generally more concerned with bringing technology that directly correlates either to revenue or cost centre. The accountability of in-house marketing teams is a lot bigger than that of third parties. So inherently, brands that have in-house marketing run those teams in an a lot more accountable way.”
But technology is not confined to marketing teams. Every aspect of business has been repeatedly disrupted by new platforms and tools that claim to make lives easier:
“There has been such a large surge of marketing technologies and I feel that’s something that everybody talks about but everybody neglects the fact that that same thing happened in virtually every aspect of business operation. From finance to sales to technology… I think many companies find themselves in a similar situation. They have onboarded so much technology.”
But have we been confusing “more” with “better”? Pecherskiy points out that true digital first marketing has more to do with accountability and collaboration than continually onboarding the shiniest new tool:
“And I think we’re going to see that change in the future. I think we’re going to see brands sticking to a few tools that drive meaningful, accountable business results and connect the dots between the departments in a very ROI producing manner”.
Pecherskiy’s point is echoed in a report from the Winterberry Group that places the average number of marketing tools at 12. Marketers aren’t short on data, but businesses are looking to make better use of the data they are pulling in. Winterberry’s report states that the majority of marketers are looking for “better integration of existing tools” and “improved processes for sharing data among various tools”.
Digital marketers have mountains of data at their disposal. Now the real trick is prioritizing what’s important and finding an end to end solution that simplifies the process and brings teams together to determine ROI.