Meet the Marketer: Jodie Sangster, Association for Data-driven Marketing and Advertising

Sydney-based Jodie Sangster is the CEO of the Association for Data-driven Marketing and Advertising and CEO of the Institute of Analytics Professionals of Australia. She also chairs the Global DMA, a consortium of 27 marketing associations.

Opportunities/challenges
The biggest opportunity today in marketing is the ability to operate in real time with customers on a one-to-one basis. We’ve been talking about it for years, but now it’s possible.

The brands that win will be the ones that focus on customer experience and the pillars that surround it: Using data, content, creativity, and technology to their best ability to generate that one-to-one relationship.

The challenge our industry faces is the burgeoning marketing technology landscape. There’s just too much out there. People are confused about what to invest in. As an industry, we need to simplify this and quickly.

Unmet needs
This is twofold: In Australia, we need more clarity around the marketing technology landscape. We haven’t had a place to gather to learn about it in a vendor-neutral environment. Many marketers feel their businesses lack a structure and the skill set to enable the tech to be used to its fullest potential.

That’s why my team and I have developed a new event in Australia called techmix to teach marketers about the martech landscape. They’ll learn how tech fits together, what works and what doesn’t, see demonstrations of tech in action, and hear from brands that survived the implementation process.

Client concerns
Marketing is evolving so rapidly business executives are concerned they can’t keep up. Another concern is the lack of skills on the marketing team to get the most out of technology and areas like analytics. And the cluttered martech landscape has many CMOs telling me they don’t understand all the tech and yet are expected to have an informed opinion about it.

Trends to watch
1. Facebook will accelerate growth in the next year because it is so innovative with its products and services. The company is very clever in how it is connecting businesses and consumers together through the Facebook platform. LinkedIn is also a Trojan horse that should be watched with interest.

2. The next 12 months will be about learning how to cope with the technology by really getting to grips with figuring out how it all works. It will also be about unlocking the true value of data.

3. Companies have the data and now they are looking to better derive insights from it so they can create better customer experiences. This is where understanding the tech can help.

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