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Why brands must take a people-first approach to martech

April 05, 2019 / Ginny Marvin

Brands are spending more than 16% of their budgets on technology, and yet 50% don’t believe they have the tools they need, according to a Moore Stephens poll. The real problem, said Subbu Iyer, CMO at Riverbed, in a talk at MarTech Conference Thursday, is the way brands are approaching technology. “The amount of money going into tech as a percentage of marketing budget is increasing. But if you’re looking at satisfaction it’s not there.” Many of us constantly seek out the new hot thing — the shiny object — and yet, often our marketing outcomes aren’t improving with all this new technology the way we expect. “Marketers need to ask what the purpose of the technology is – and it needs to be to serve the human experience,” said Iyer. “How can we do better evaluating technology? Think about it from a human context.” Marketers also need human-centered digital strategies. Then they can deploy technology for their ow...