By Jethro Grainger-Marsh, Head of Digital, Marketing, and National Sales - APAC, Alsco Australia
When we consider technological change, I think we can all agree that the pace of that change has never been quite as fast. Platforms and technologies can move from cutting-edge to main stream to hovering around obsolescence in a handful of years, and we as both individuals and as organisations are struggling to keep up.In this first article on the changing face of the market and how our technology either enables or drives this, I will talk about the consumer behaviour driving our change. Consumers Driving the Change Technology and platforms can be used to influence or dictate consumer behaviour, or at least, that is a belief that has been held in some quarters. However, how accurate a belief is that? For every Facebook post that we feel is driving our behaviour, there is a Google Plus that fails to hit the mark. Lest we forget, one of the most ubiquitous technology providers in history’s attempts to enforce a social media channel fell furiously flat, leading to the famous meme of uses of social media channels listing Google+ as “I am a Google employee who eats donuts.” So, truly, it is largely the consumer behaviour that disrupts. That counts just as heavily in the Martech space as it does anywhere else. With 36 percent of all Australians audited by ‘We Are Social’ at the start of 2019 for possessing Ad Blocking technology on their device or laptop, the ability for cookie enabled and tracked advertising to have a meaningful impact is being diminished. Never has the one-to-one experience of a customer been more paramount. Probably our biggest challenge as marketers and business leads is to transition our organisations away from last click attribution to a more mature attribution model. As a bottom line, we no longer live in a world where we can always uniquely attribute a single interaction with our digital assets with an outcome.
Technology and Platforms can be used to Influence or Dictate Consumer Behaviour, or at Least, That is a belief that has been held in some Quarters