Omnichannel Marketing Causes Companies Massive Marketing Technology Angst

An Interview with Chris Paradysz, Founder and co-CEO of PMX Agency

A digital advertising veteran, Chris Paradysz has witnessed the ebbs and flows of many marketing trends and technology. As co-founder and CEO of PMX Agency, the newly rebranded digital marketing agency that combines Paradysz’s PM Digital and Paradysz companies, Paradysz oversees all strategic direction and integration between the two firms to provide a more integrated, comprehensive digital marketing solution. Paradysz spoke with eMarketer’s Lauren Fisher about how brands and agencies are dealing with the transition to more integrated multichannel marketing efforts, with specific attention to the technological aspects required to make omnichannel a reality.

eMarketer: How are multichannel marketing and its resulting technology requirements affecting companies?

Chris Paradysz: The consumer has caused all of this mess. The marketing tech and the media and all of that are simply a function of how the consumer’s role has changed so dramatically. All of this is driven by consumers’ desire to get what they want, when they want it, from wherever they want at any time they want.

So if you buy that all of that is true and it happens when it happens and the way that it happens, then you have to acknowledge that as consumers are doing this, they are leaving a footprint behind in some way.

eMarketer: What kind of footprint?

Paradysz: In its most basic form, it could be a cookie, or an address or an email. They are leaving data footprints behind, which means all of that is subject to collection and segmentation, normalization and utilization. So, if that is true, then the data world that we’re living in is going to continue, and it has to be clarified and monetized in a way that allows marketers to utilize it.

But there’s a juxtaposition here between the marketer’s need and the consumer’s desire, because consumers don’t want bombardment, they don’t want overlapping messages and inappropriate noise. As data experts, we have to continue to solve the world in a way that brings some sanity and interpretation and insight to all the data that’s being amassed.

“As data experts, we have to continue to solve the world in a way that brings some sanity and interpretation and insight to all the data that’s being amassed.”

eMarketer: How has this affected marketers’ ability to choose the right tools and technologies to effectively make sense of all of these data footprints?

Paradysz: It’s complicated, and everyone is trying to figure it out. Most marketers and advertisers are not big enough to spend millions of dollars on the analytics, the technology and the people. So most people are cobbling things together—that’s just the reality. And they take what they are able to get out of their combination of technologies to make big decisions. That’s a big change from a couple of years ago, where it was tougher to do that. It’s still hard, but it’s possible now.

The big solutions and the ones that are solving the bigger problems are very expensive, and you can see in their earnings reports from the last six months that they’re having a hard time closing deals on these things because of marketer angst about choosing the right one, and hiring new people to work on the technology. So we are kind of at this point where there is this anxiety about making a decision.

eMarketer: Any other ways you see this influx of marketing technology affecting organizations?

Paradysz: One last thing we see a lot is when advertisers are trying to sort out omnichannel and integrated solutions, it still ultimately comes down to the organizational structure of the brand and where decisions get made and by whom. If you’re not properly aligned internally to be able to make those decisions and too siloed, then you really haven’t solved the problem.

Companies are going through a lot of pain and torture trying to figure out how to align themselves structurally to be able to handle everything from the technology to the marketing, the media and content. And it’s tough because it means realignment of people and things like resetting titles and compensation and incentive bonuses. All of those things used to be pretty well set, but now they are being challenged.

 Interview conducted by Lauren Fisher on March 19, 2016.

Access the interview with eMarketer login here.


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