Navigating the Marketing Technology Matrix

Digital Transformation

Every business wants to get a better understanding of who their customer is – we want to know who is visiting our website or app, what they are saying about us and what we can do to improve.

The challenge in this increasingly and rapidly changing digital world is how do businesses navigate through the Marketing Technology Matrix and what are the critical elements and pathways to success? Further, what is the best method, mindset and framework to approach the project?

In terms of writing a blog article – it’s a good time now to drop in a key quote to frame the next deeper level of content.

“All of life is one action following another, interspersed by periods of rest. If we are in doubt about the outcome of our actions, if our thoughts are concerned with, “What if I should fail?” we will be filled with hesitancy, uncertainty, and our actions will lack the conviction needed to obtain a decisive, favorable outcome. Even the worst outcome we can imagine will ultimately benefit us. It is because of that law of favorability that the Universe is able to continue and we are able to bring about the fruition of our plans.”
Wu Wei, I Ching Wisdom: More Guidance from the Book of Answers, Volume Two

As we all know there is abundant information available on the Internet – you could spend every minute of every day ingesting the latest TED talk talk and blog post but where do you draw the line and begin the journey – the fact is, if you’re in business and reading this then you’re already on the path.

But how do you navigate through the Digital Marketing Matrix – where nearly 2,000 main vendors cover everything from CRM’s (Customer Relationship Management Systems) to analytics, CMS’s (Content Management Systems) and Social Media Marketing, Search and Tag Management.

Source: Marketing Technology Landscape Supergraphic (2015) – Chief Marketing Technologist

So, what is the process to develop your Digital Strategy?

Step 1. Destination – Begin with the end in mind.

What this means is to focus on the goal.  What is the business goal – increased revenue, brand health, customer experience, operational efficiency?  For many of my presentations over the last ten years I borrow the Social Media Measurement Compass slide from Brian Solis  at Altimeter 

Around each of these goals is a much deeper framework of key concepts, insights and actions.

Step 2.  Define the Metrics of Success and Recommend Actions

Step 3.  Organisation – resources, training, barriers

People – who are your thought leaders – both internal and external?  The key stakeholders in your game.

Step 4. The Landscape – Audit your existing infrastructure.

List all your technology – what role does it play within your organisation?  What does the data look like?  What role does it serve?  Will it talk to other programs?

Step 5. Develop the RoadMap

Challenge assumptions.  Threats and Opportunities.

It’s a work in progress.

“It furthers one to undertake something. It furthers one to cross the great water.”

Free Stadium WiFi is like a clean restaurant bathroom – it’s expected

Photo: Shane Harmon, Levis Stadium,


Free Stadium WiFi

When we walk into any venue, café or meeting room in the world today one of the and first things we check is whether there is free Wi-fi?  Like a restaurant bathroom it is now a utility we expect and will demand.  The expectation that in exchange for our valued patronage, highly desired attention and personal marketing power  expect the ability to connect, photograph, post, comment, like and share.

Last week, Mark Zuckerberg from Facebook posted that 1 billion people had checked in on one day – (that’s 1/7th of the world’s population!) and of those people most had checked in via their mobile phone.

Yes, we live in a world today where being connected to the Internet and social media via our phones is an essential part of most people’s daily lives – an average 23 minutes a day for every person online.

What will customers want tomorrow and who are the pioneers that are creating the expectations?

Pizzas, I-phones and Football Stadiums

If we think pizza’s we think Dominoes, if we think innovation and technology we think Apple (yes great branding). and if we think football stadiums then we think the 49ers Levis Stadium.

Increasingly when we go to the football – we will expect all the basics – bathrooms, beer, food, entertainment and WiFi.

The Digital Stadium and what’s important to customers?


Shane Harmon, Chief Executive of Westpac Stadium in Wellington, New Zealand recently visited Levis Stadium and captured 6 key stadium technology learnings from the 49ers and Levi’s Stadium

  1. Bandwidth and a great wi-fi experience is key
  2. Mobile Ticketing will become the standard
  3. Personalise the fan experience
  4. Keep it simple
  5. Actionable data
  6. Use the data in your storytelling to build your brand

Once you have “the plumbing” (Free Stadium WiFi) in place it’s what you do with it that matters most!  That’s where fan engagement comes in.