DECEMBER - 2022MARTECHOUTLOOK.COM9a new and developing space. The candidates being hired to work in this field should have strong marketing fundamentals and be technically sound. They should understand the technology, how to develop a solution, and apply it within the context of media. Sourcing such candidates is a challenge, and recruitment agencies must be resourceful to find them. The biggest challenge of all is ensuring the client that a firm has the talent to scale the services to provide an optimal solution for their issues.A SOLUTION TO NAVIGATE CHANGES EFFECTIVELYEssence Data Health Check is a service by Essence where we audit, evaluate, and provide technical recommendations for the client's data strategy through five different modalities. The team sits with a client and conducts interviews and technical audits across various areas, assessing the readiness and advancement in terms of marketing and strategy for advertisement. The next mode revolves around data collection in general, where the team ensures that the relevant data sets are being collected correctly and in a user-consented manner. It also includes providing the data layer and guarantees that the management is set up effectively and that the data collected is clean and usable. The third pillar is looking at how the collected data is managed or engineered. Then Essence assesses whether or not the information is collected from the customer's point of view. In terms of media habits, the priority is given to durable forms of data published by the first party. The team also checks if the client is making the right investments for setting up their technology in a future resilient manner. Finally, they ensure that the company integrates its data with the marketing cloud. After which, the team benchmarks the analysed data against the client's goals. Additionally, service is provided if the client needs support to implement or execute these recommendations.A PIECE OF ADVICE TO INDUSTRY ASPIRANTSWhen choosing mobile marketing as a career, every aspirant needs to have two things: interest and patience. The industry is widely different now than it was when I started my career. This change is reflected in the technologies used, job availabilities, and how marketers do their business. It is important to be flexible and adaptable to change whether you are a vendor, a marketer, or an agency. Updating your beliefs and rationale along with the technologies is also necessary. There are no shortcuts to mastering the field, thus being in a hurry will not help build a career.CONCLUSIVE NOTEThe silver lining for all these constant changes is that it creates many opportunities and new ways of deploying innovative technologies. The approaches should be mixed and matched in the advertisement technology. The unintended consequence of the programmatic era is an entire generation of digital marketers who think that data is just equal to media targeting. However, there are various angles to approach, be they leveraging data from insight generation, planning the steps to integrate CRM data warehouses to ethics platforms, or bringing back large data sets from panel providers. The general integration of marketing clouds to other platforms, such as Google, Microsoft, Amazon Web Services, or any open-source space, also creates many new opportunities that were not available earlier. For practitioners in this industry, it is a place to get creative in developing strategies as the industry grows towards unexpecting futures. MTTHE PROMINENT TREND THAT MARKETERS AND AGENCIES ARE CURRENTLY ADOPTING IS BEING AWARE AND UP-TO-DATE ABOUT VARIOUS TECHNOLOGY AND TOOLS, AND RIGHTSIZING IN TERMS OF THEIR CLIENT NEEDS
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