The ability to change is essential to keep up with today’s technology, said Steven Moy, executive VP and chief technology officer of agency R/GA. New technologies are coming faster and marketers need to adapt to new channels like voice, augmented reality and more, constantly challenging experience designers, he told Velocitize Talks.
“For a geek—for a technologist—this is just the beginning,” said Moy.
Having a data strategy is key to making different technologies work and choose which are useful for each goal. There’s “a lot of noise out there,” he said, so having the right kind of data in the right amount is important.
Choosing the right tools and practices in a crowded marketing automation stack is also a growing challenge, said Moy. Media habits keep changing as fast as the technology, so keeping up with those products and services involves a lot of testing and learning. Moy said he recommends clients devote about 20% of their budget for experiment: “Once you learn more and more, then you can evolve… There’s no silver bullet out there.”
As technology evolves, it is becoming table stakes, said Moy. Now that “everybody can have an Alexa skill,” the real differences show in how brands communicate brand purpose, add value to the consumer’s life and how that brand value is communicated and becomes part of the culture.
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