How to realize better outcomes from marketing technology investments

This post is contributed by Kevin Elwood, President, Client Services at Epsilon 

Marketing technology has advanced to a point where almost anything is possible, leading to unpredictable behavior between consumers and brands.  The promise of marketing technology is that it will help brands deliver better customer experiences and as a result realize better business outcomes.  But technology alone won’t create these experiences for your customers.

Once you make the decision to invest in technology, it’s only the beginning.  The full potential of technology cannot be realized without data, creativity and content. This theme will be center stage at the upcoming Adobe Summit as marketing leaders discuss how to combine creativity, content and data to create superior customer experiences.

There are many considerations required to realize the full potential of technology. But in order to capitalize on the potential of marketing technology, given today’s digital customer journey, marketing efforts must be built on a foundation of data.  It is data that ultimately activates your digital channels, allows you to deliver true personalized marketing and create better experiences for your customers.

If you peel back the curtain on the efforts behind some of the world’s leading brands in customer experience you will find data to be the core of marketing-decision making. For example, the NFL understands that highly engaged fans are at the center of their successful sports league.  Driving and leveraging that engagement creates business opportunities for fantasy leagues, premium content and high-value ad targeting.  To drive these opportunities the NFL leverages data that provides audience intelligence, activation to target email communications and target media buys and increase ad revenue.

While data is the foundation, your marketing efforts must appropriately align to the customer journey to deliver impactful results. Combining customer insights and compelling content to build brand engagement can help you achieve this.  Marriott defines this intersection as halo moments – and views these moments as the foundation for success in delivering personalized experiences.

Combining data and content to deliver engaging digital experiences will help you realize the full potential of marketing technology.  But to effectively execute on such a strategy your marketing technology must be supported by an implementation that allows you to monetize digital content, deploy it seamlessly across devices and measure the results.

Learn how Epsilon can help you implement and integrate your Adobe investment by attending this session with GM Financial.  Attendees will learn how to make the most of the Adobe Marketing Cloud suite while aligning their internal organization and prioritizing business objectives. Hear first-hand how GM Financial journeyed down the path to transform its digital experience.

How are you transforming your digital experience? Leave your thoughts in the comments.

*This event is only open with people to passes for the Adobe Summit, taking place March 20-24 in Las Vegas, Nevada.