The Agile Digital Marketing Department by Alex Mari (CEO Fennex) at MarTech 2018 in Athens.

1. THE AGILE DIGITAL (MARKETING) DEPARTMENT
Alex Mari - CEO Fennex AG
alexmari@fennex.io
linkedin.com/in/alexmari
@mariketing

2. RELATIONSHIP
PEOPLE PROCESS
TECHNOLOGY
LESS ABOUT TECHNOLOGY. MORE ABOUT RELATIONSHIPS
«People need to exploit processes and technologies in order
to build new sources of value for customers»
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3. IT’S ALL ABOUT RELATIONSHIPS
Marketing in the digital age is at the intersection of
ART and SCIENCE
Customer = Marketer
Technology = Enabler
Marketing = Relationship
MarCom + MarTech

4. TECHNOLOGY
MARTECH IS NOT THE MAGIC FORMULA
Long lasting relationships are made of mutual trust, respective
commitment and reciprocal respect
Relationship
is the magic formula
Adapted from Knapp (1994)

5. HOW RELATIONSHIPS DRIVE BRAND EQUITY
Strong consumer-brand relationships translate in higher
loyalty and higher willingness to recommend your product
Brand Attachment
precisely predicts companies’
reported sales, brand purchase
share and market share

6. THIS ISN’T A TECHNOLOGY PROBLEM
Marketers have new possibilities to shine bright as never before.
But “hyperchoice” is a serious issue

7. WHAT COMPANIES EXPECT FROM DIGITAL TRANSFORMATION
Key question: How do you drive individualization,
personalization and contextualization?
All companies want to be become:
1. CX leader
2. Service-oriented
3. Consumer-centric
All companies must improve online:
1. Experience
2. Communication
3. Content

8. PEOPLE / WHAT ARE THE KEY DIGITAL FUNCTIONAL AREAS
Goal: To build 1:1 relationships at scale
Experience
Communication
Content

9. PEOPLE / EXPERIENCE CONVERGENCE
EXPERIENCE is affected by the convergence of
data, action & interaction
Service
Management
Relationship
Management
The ‘Science’ behind
Experience creation
ACTION INTERACTION
DATA
Campaign
Management

10. PEOPLE / COMMUNICATION CONVERGENCE
COMMUNICATION is affected by the convergence of
owned, paid & public channels
Paid
Channels
Public/Social
Channels
The ‘Art’ behind effective
communications
OWNED PAID
EARNED
Owned
Channels

11. PEOPLE / CONTENT CONVERGENCE
CONTENT is affected by the convergence of
media, message & mechanisms
What it
says
How it
Behaves
The ‘Art’ and ‘Science’ of
meaningful content creation
and distribution
MEDIA MESSAGE
MECHANISMS
Where it
appears
Hacking Marketing, Scott Brinker (2016)

12. PEOPLE / DIGITAL MARKETING OBJECTIVES: 4Cs MODEL
Your digital team has to define a digital strategy comprising all
key marketing objectives and work operationally against them
1. CONSOLIDATE the online presence (AWARENESS)
2. CATCH the consumer attention (ENGAGEMENT)
3. CLOSE the deal with consumers (ACQUISITION)
4. CONNECT with consumers over time (RETENTION)

13. PEOPLE / WINNING TEAM CULTURE IN THE DIGITAL AGE
Any function or task that you define ‘strategic’ should be
internalized
Agile Team
Speed & Adaptability (in both operations and strategy)
Team Culture
1. Fail fast, learn fast > Learn before your competitors to gain competitive advantage (know-how acquisition)
2. Ongoing experiments > Discover new tactics and mechanics to produce more traction (proactivity)
3. Continuous idea validation > Integrate clients’ feedback to optimize product and services (external focus)
4. Incremental steps > Work on the 80% that counts and don’t expect perfection (priorities and flexibility)

14. PROCESS / EVOLUTION OF THE GOLDEN RULE
Digital technologies enable you to capitalize on the
uniqueness of each individual
Treat your customers as you [the manager] would like to be treated
Treat customers as they wish to be treated
Treat others how you want to be treated
Create a 360°
customer view
Develop
actionable
insights
Personalize
brand
experiences
Contextualize
marketing
messages
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15. PROCESS / BREAK DOWN SILOS ACROSS CHANNELS
Goal: To gain a 360° customer/consumer view

16. PROCESS / BREAK DOWN SILOS ACROSS DEPARTMENTS
Goal: To design frictionless customer journeys supported by
marketing technologies

17. PROCESS / AUGMENTED RELATIONSHIPS
Every single interaction produces new data that allows a
company to create an ‘Infinite CRM Loop’
360° consumer view
+ Individualization
+ Personalization
+ Contextualization
Relationship Management (1) (2) Campaign Management
(3) Service Management

18. TECHNOLOGY / 7 PRINCIPLES FOR TOOL SELECTION
Start your MarTech selection process with a digital maturity
assessment and never stop re-assessing your solutions
1. Choose tools in line with your digital maturity
2. Choose as many tools as strictly needed
3. Plan for the short-term
4. Seek for technical simplicity
5. Set the right expectations
6. Build technology-enabled relationships
7. Ongoing re-assessment

19. TECHNOLOGY / 1. CHOOSE TOOLS IN LINE WITH YOUR MATURITY
Assess the level of maturity of the organization and strike the
right balance between efficiency and effectiveness
Every single brand, market, department, team, individual has a different level of digital maturity

20. TECHNOLOGY / 2. CHOOSE AS MANY TOOLS AS STRICTLY NEEDED
Do not plan for 1 or 2 solutions to be used by everybody and
in every single project
A one-size fits all solution does not work in complex organizations

21. TECHNOLOGY / 3. PLAN FOR THE SHORT-TERM
Set incremental short-term targets and don’t over invest in
marketing technology
Your solution should be ROI positive within 6 months

22. TECHNOLOGY / 4. SEEK FOR TECHNICAL SIMPLICITY
Seek for user experience over product features while
developing technical skills within your team
On-board of a new marketing tool should take less than 1 working day

23. TECHNOLOGY / 5. SET THE RIGHT EXPECTATIONS
Share only realistic business, marketing and social objectives
with top management
Never mix up different types of objectives and don’t overpromise to top management

24. TECHNOLOGY / 6. BUILD TECHNOLOGY-ENABLED RELATIONSHIPS
Build solid technical foundations (Database/CRM) before you
assess new tools and their integration
The ultimate objective is to build personalized and contextualized human relationships at scale

25. TECHNOLOGY / 7. ONGOING RE-ASSESSMENT
Gain flexibility and ability to swiftly test, assess and change
technology, whenever is needed
Frequently evaluate vendor/solutions; Excluded hard coded integrations & multi-year licenses

26. THE AGILE DIGITAL (MARKETING) DEPARTMENT
Alex Mari - CEO Fennex AG
alexmari@fennex.io
linkedin.com/in/alexmari
@mariketing