Raab urges marketers to embrace data culture strategy
By Felicia Nwosu
David Raab, founder/CEO Customer Data Platform Institute and keynote speaker at the Maiden edition of Media and Marketing Hackathon tagged MarkHack 1.0 organized by Eko Innovation Centre in collaboration with GDM Group and EXMAN, has urged marketers to imbibe and embrace data culture strategy and other martech operations that will translate the marketing ecosystem into an unprecedented disruption. This he noted, will enable key players in the industry to understand the intersection of marketing and technology as well as its optimisation for consumer insights.
The event held at the notable D’Podium Centre in Ikeja, Lagos, had in attendance, innovators, entrepreneurs, tech enthusiasts, marketing and media practitioners, Industry thought leaders, policymakers, as well as marketing and media stakeholders
Diving deeper on the theme:”Tech Disruption In Marketing: The Key To Redefining Consumer Recruitment & Interaction,” Raab pointed out that some changes are not disruptive, noting that disruption changes the owner and the seller. He added that disruption may be technical or business change.
The marketing expert cited how Amazon disrupted the retail landscape, while Google disrupted Amazon followed by Facebook unleashing its move by disrupting the same Google.
The founder/CEO Customer Data Platform Institute, through the Sales Funnel Diagram, averred that every sale is offset by awareness. attention, interest, desire and conviction.
According to him, marketing has been quite stable until the introduction of internet, which targets at individuals and watches their response, which has also been disrupted by the emergence of ecommerce.This, he revealed has benefits that have propelled consumers to realise the existence of multi channels where they can access and enjoy these major new waves of marketing innovation to meet their needs. He therefore challenged them to move the dial further to access the advantages that are inherent in the disruption.
“Change is everywhere. Usable disruption is hard to find, look for strong benefits and good defense. Support disruption with innovative solutions for business success”. Disruption is not disruption until it changes from the owner to the seller”, Raab said.
The data platform guru maintains that disruption is for all irrespective of size of organization.
“You don’t have to be a giant company to align yourself with the disruption. You can track customers and target the web using IDS and also deliver targeted ads through non-web devices connected to TV and IoT, while using first party data more effectively.
The industry thought leader and visionary elaborated more disruptive opportunities available for marketers.
“Disruption from professionals to AI (assistive AI), this helps companies save money by reducing cost of professional staff; make better decisions than humans; professional work more productive and pleasant by using assistive AI.Secondly, disruption from office to work from home, this disruption also, enables companies save money on office costs, draw from larger recruiting pool; employees save travel time and cost, can live in more places.”
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