How Modern Marketing leverages Marketing Technology to boost Growth and Customer Value

Kevin Brown, Head of Marketing Technology at LeasePlan

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Kevin Brown, Head of Marketing Technology at LeasePlan

As the world becomes more technology-driven, more and more people are using methods catered to their own needs in how they live their life. The market is changing, and so is marketing for both businesses and consumers.
Traditional marketing is planned for big billboards, TV ads, and newspaper ads. With this new method of marketing, companies need to use a method that appeals to your personal needs to grab your attention.

Nike recently created a personalized trainer app that tracks your stats and sends reminders to exercise based on trends showing you’re slacking (i.e., if you haven’t been going to the gym lately). They also partnered with Apple so that the app could be synced with their new Watch, making it easier for people who don’t have time to use their phone or computer regularly. This is just one example of the many different ways companies are reinventing marketing in order to adapt to this new generation.

This is not just my hands-on personal experience as a Head of Marketing Technology by LeasePlan and a co-founder of RedCard.Digital. There is the evidence: Your customers, like any other B2B and B2C customer, learn, buy, and get service through digital channels. Digital is an integrated part of everyone’s (work)life. This doesn’t mean that all journeys are 100% digital, always and everywhere. Depending on your industry, your customer’s journey is either 100% or partially online. Some journeys very much depend on valuable human interaction or experiencing a product in real life. But Online or Offline, experience matters! Any experience should be seamless, relevant, and personal. In this way, it will help your business to smoothen the path towards sustainable growth and increased customer value.

But you know this already! Right? You expect the same from other companies and probably have taken the first steps already regarding creating your journey maps and personas or visualizing your experience to spot improvement opportunities. Maybe you even started converting these opportunities into new value propositions or started with digital campaigns. Maybe you bought new tools and hired people with the right technical skills. Or you have extended your business to online, with E-commerce.

But how do you move beyond these first steps and evolve further? How do you go beyond your journey maps, e-commerce, self-service, new websites, new apps, new campaigns, and most importantly, new tools & capabilities? How do you prepare your Marketing Tech Stack for a future where digital is not just a channel?

“Modern Marketing has its feet in Technology, its head in Data and its heart with the Customer.” – Kevin Brown.

How to prepare your Marketing for the future?
Being prepared means, you need to rethink and re-engineer how you serve your customers. You need to prepare your organization for a future where on- and offline convergence is the standard. Where marketing, sales, and service work together, aligned, helping the customers get the job done across the entire customer journey.

Building loyal, long-lasting relationships means that you need to make it work for the customer at any touchpoint across the entire journey. Together with Sales and Service, Marketing needs to play its part. Marketing needs to be omnipresent at any moment of the journey at any touchpoint. Interacting with customers across all channels in an orchestrated fashion. This means rethinking and transforming how Marketing is done Today.

The new way of doing Marketing; Modern Marketing
Modern Marketing is Marketing reinvented. It goes beyond brand management, proposition development, communication, and media buying. It even goes beyond Digital Marketing. Modern Marketing combines the full power of Business, Data, and technology. Modern Marketeers are data-driven, tech-savvy, and always apply a customer-centric perspective! They translate customer needs into an experience and a strategy creating a step-by-step approach toward a digitally smart brand.

Modern Marketing is Marketing reinvented. It goes beyond brand management, proposition development, communication, and media buying


Customer First, Data and Technology Second
With the help of Automation, Data, Advanced Analytics, and Predictive Modelling, Modern Marketing accelerates growth by leveraging the right technology. Omni-channel interactions and campaigns combine the best of digital with human interactions when and where it adds value. Automation is used not just for efficiency reasons but to create personalized experiences. Loyalty is built by creating experiences that are relevant. Helping customers to get the job done with advanced audience management in combination with creativity and content to feed personalized one-to-one interactions. Trust is gained by respecting privacy, enabled through 100% transparent and compliant collection and processing of data. Modern Marketing helps you to create experiences based on “listen and response” instead of “interrupt, push and pull.” It is the key to truly delivering the right message, to the right audience, at the right time.

Focus on ROI
Another important element of Modern Marketing is an agile way of working. When you invest in data and technology, some of the investments you are going to make are considerable. You want to be able to trust that those investments are supportive of meeting your objectives. Modern Marketing continuously optimizes through a test, measure, learn approach. Testing not only websites and apps but also creatives, pricing, and product. Only then can you be sure that you are making the right decisions for your business while delivering better service to your customers.

To summarise, Modern Marketing is Agile, Data-Driven, Technology enabled, Cost-Efficient but mostly Customer Centric. Modern Marketing contributes to consistently delivering better service while creating efficiency. As a flywheel, this will lead to lower costs and sustained competitive advantage. Helping you to boost growth and customer value.

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