Past Writings – 2
The Coming Martech Era: Driving Exponential Forever Profitable Growth: “Privacy has become the central theme across the operating systems that dominate our digital lives – Apple’s iOS and Android. Cookies are set to be banished, email trackers are being stopped, and a wall is being constructed between brands and consumers. Without first-party data and explicit permissions, personalised engagement will become almost impossible. This rapid change is creating a new world for advertisers (for acquisition of new customers) and marketers (for retention and growth of existing customers).”
The Coming Martech Era: Driving Exponential Forever Profitable Growth: “Because businesses have not built deep relationships with their customers, their customers do not listen to them. Businesses have either not captured adequate data from their customers or do not even know who their customers are. As a result, what do they do? Spend money where the eyeballs are – Google and Facebook. Both have also accumulated plenty of detailed data on individuals thus enabling sharper targeting. Even after the recent changes by Google and Apple, the reality is that the only entities that will emerge stronger are the ones who have the attention, first-party data and targeting technologies – Google and Facebook.”
Martech’s Magicians: Microns, Micronbox and µniverse: “In the race to acquire new customers, brands are overspending and wasting precious resources. Besides facing rising ad costs and acquiring low value customers, brands are also now facing the prospect of disruption in the form of the coming death of third-party cookies and privacy restraints being introduced by the adtech platforms…This continuous and spiralling spend is unsustainable and will end once easy investor money dries up … What marketers will end up with is a leaky bucket of constant churn. It is easy to spend money on Google and Facebook and get “Gooked”. What marketers need to think of is “Hooked” – how to create hooked customers who have a net retention rate of greater than 100% and who work as micro-influencers to drive referrals from their family and friends to create the exponential growth that is so central to creating a profits monopoly in the category.”
Progency for Martech: The Missing Link: “With FOMO (fear of missing out) engulfing every B2C and D2C brand, this has now become a spending war to acquire every possible digital customer before someone else does it. Easy investor money has fuelled the spiralling spends on Google and Facebook to the extent that marketing departments have become their collection agents.”
The common theme across these writings is that marketers face big future challenges with their ad spending. Unless they regain control of their marketing budgets and think differently, it is going to be very difficult for them to propel their businesses out of the doom loop and towards sustained profitable growth. This is where Martech 2.0 and Web3 come in.