As we spend more time on our mobile phones, tablets and laptops, a transformation of marketing continues at a break-neck pace right before our very eyes. As innovative technologies are achieving mainstream adoption, it’s clear that the martech space has become critical to customer engagement success. Modern-day marketing departments not only need to keep up with industry trends, but also must combine the creative side of the discipline with the technical side of data, digital engineering and analytics.
Moderated by Phoenix Business Radio Owner & President Karen Nowicki, a group of distinguished marketing experts from KEO Marketing, Botco.ai and Castelazo Content shared their expertise to help marketers make informed decisions against the backdrop of the exciting and disruptive trends in marketing technology and discussed how chief marketing officers and chief information officers must work in unison to be effective in the digital age.
In the Arizona Technology Council’s October 2020 podcast, Rebecca Clyde, Elliot Manson and Molly Castelazo kicked off the conversation by discussing how the explosion of digital technology has drastically changed the landscape of traditional marketing.
“The biggest challenge is the potential problem of the shiny new object,” said Molly Castelazo, CEO & chief content strategist of Castelazo Content. “There are so many new martech tools that seem really enticing, exciting and promising, that it’s easy for marketers to forget it’s about setting a strong foundation of understanding who your target audience is and what messages you need to share that are going to be engaging. Only then should we think about how to leverage technology in marketing.”
“Historically in traditional marketing, it’s the brand or business dictating what the messages are to consumers,” said Botco.ai Co-founder and CEO Rebecca Clyde. “Botco.ai is working on the other side of the equation, so it’s a shift in understanding and the mindset of responding to what consumers want to hear. In today’s digital world, it’s important to gain an understanding of what the consumer point of view is…the consumer-centric journey. From our perspective, it’s the consumer who should be dictating how they want to consume information and data. And the technology is empowering to both sides.”
The panel also discussed what the merging of technology and marketing mean for marketing professionals, as well as some of the biggest challenges for the marketers of the future.
“I think technology is eliminating 90% of marketing jobs,” said Elliot Manson, director of analytics and marketing at Tempe-based KEO Marketing Inc. “Much of marketing is now automated…marketing technology is built for small business owners to manage themselves and not for actual marketing professionals.”
Manson added, “For marketers of the future, it’s important for them to understand that when choosing this career path, there is a huge transition to technology that is shifting the marketing landscape.”
“The secret sauce for today’s marketing professionals is connecting the creative side of marketing while leveraging technology,” Clyde added. “Understanding how all of the interconnected pieces work together can provide the meaningful insights and analytics to take your business to the next level in the digital age.”
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| REBECCA CLYDE Co-founder and CEO Botco.ai |
MOLLY CASTELAZO |
ELLIOT MANSON Director of Analytics and Marketing KEO Marketing Inc. |
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About AZTechCast
The official podcast of the Arizona Technology Council, AZTechCast is dedicated to covering innovation and technology in Arizona and beyond. Through the art of the connected conversation, AZ TechCast’s hosts and guests share success stories, tech news and analysis about the region’s leading startups, companies and emerging technologies, as well as the latest industry trends and critical issues propelling Arizona’s growing technology ecosystem. Visit www.aztechcouncil.org/techcast to learn more or to listen to recent episodes.
About Phoenix Business RadioX
Karen Nowicki is the owner and president of Phoenix Business RadioX. Amplifying the voice of business, Phoenix Business RadioX helps local businesses and professional associations get the word out about the important work they’re doing to serve their market, profession and community. A successful author, speaker and the creator of Deep Impact Leadership™ and SoulMarks Coaching™, Nowicki is a two-time recipient of the prestigious national Choice Award® for her book and personal development retreat. In addition, Nowicki has been an expert guest on regional TV and radio shows, including Fox Phoenix Morning Show, Sonoran Living, Good Morning Arizona, The Chat Room and Mid-Day Arizona. Recognized for her leadership and business acumen, she has been a regular contributor to many print and online magazines – publishing articles and blogs for business and education.
