Portera Marketing Technology

Marketing TechnologyEmpowering and enabling technology across marketing

Marketing Technology Amsterdam, 2015

› Rules have changed! › Marketers should steer › Clouds can blur the vision

Marketing Technology

› Listen first, then speak › Build the breakthrough › Stay up-to-date


The rules have changed now!

It was fast, yet the hype of digital activations came to an end now. The new reality is the ICP approach, bringing the brand idea to life across different touch-points where most of them are digital now.

This opens up a window of opportunity for tracking real time consumer behaviour, customising the speech and bringing it with the most relevant means to consumers.

That’s why marketing and technology got engaged, like the wind and the sail. And here we are, as the coach to help you steer the boat according to the latest technology in the most efficient way.


We believe marketers should steer the boat.

Up until now, many technology geeks told marketers complicated stories about technology, making them stay away in their comfort zone. We are currently challenging this status quo at such big clients by helping them increase their skills and know-how on technology.

“If you can’t explain it simply, you don’t understand it well enough” told Einstein. We don’t expect the marketers to be technologists but we believe that they can very well understand it and cultivate the total business vision using it as an enabler.

Check the compass, feel the wind and set the sail to your target!


Wind may bring the clouds, which can blur the vision

However it is the mean to reach their destination for sailors. If we look at the growth of marketing technology landscape, we can see that there are 1.876 vendors in 43 different categories*. In 2014 this number was 947, double the number, double the complexity.

We know that technology can become a distraction and struggle for most marketers. That’s why we stand by you to trim the sails and help you progress in the most efficient way. * Data gathered from chiefmartec.com

It is the wind that pushes forward and it is the wind that capsizes the boat, depending on how you use it.

http://chiefmartec.com


We are here to listen to your business requirements

We believe that every journey is unique therefore we listen to your business requirements and create the right framework around two pillars: Technology and Governance.

To ensure success we need to make sure that we have the optimum governance around technology. To be able to track this and prove the benefit on KPI’s, we draw the big picture of the total business case.

Put simply, you are the skipper, the consumers are onboard. We design the boat and define the roles for you! Here is a short example what it could look like…


Websites Mobile Apps E-Commerce Connected Devices

External ServicesCRM Database

Business Intelligence Tools

Content Database Transactional Database

Campaign Management

Digital Asset Management

Tag Management

3rd Party Platforms

Interface (API) Layer

Any consumer facing platform or application should be able to feed your “heart” where your data lays.

We believe that data is key for marketing technologies. It not only will allow you to better know your consumers but also bring efficiency for better tracking and media budget.

In addition to this, we analyse your resources and draw the RACI matrix for each process around digital, to ensure success.

This is our secret to success where we leverage up to date technology

This is just a sample of a Marketing Technologies Ecosystem, and don’t worry if the chart looks not connected to you, It is called “decoupled structure” and that’s our core ambition. This allows us to be able to adapt breakthrough technologies without having full impact on the existing systems. In this manner, you’ll be able to keep the heritage as the technology evolves.

Marketing Technologies Ecosystem


Perfect does not exist in this momentary world

The world we live in is so dynamic that, the moment you plan something is outdated in the next. Our approach to this problem is lean development. Leaning towards our target allows us to do it right at the first time and still leaves us time to enhance.

Building the boat and making it float seems to be a big step, yet it is never enough, we jump on it to co-enhance the consumer experience by trimming and improving the sails. It is a continuous process where we need to evolve as the technology and your business demands evolve.

Thank you for your time and attention.Now it is time to get onboard!

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