In this episode of the Wilson Bridge, we discuss takeaways from the Forrester Tech Tide™, ongoing trends in marketing technology, and emerging marketing roles in the organization.

Leading analysts at Forrester have put together the Forrester Tech Tide: Martech for B2C Marketers, Q2 2018. Breaking down the marketing tech currently available, it provides a great review of the technology available and its current status. That’s a great step because as martech budgets rise, so do expectations of ROI. Having an idea of the relative adoption and business value is great, but it is largely a tactical document. Missing is how does all of this technology apply to the brand, enhance customer engagement optimization, and align with the brand purpose?

With all of the new technology in marketing, new roles are required, but “does it warrant a new C-level position,” asks Brian Drew. The consensus at Wilson is that marketers can’t lose focus of the brand for the sake of technology. “It’s not technology first. It’s brand first, but technology forward,” says Devin Meister.

Check out the Forrester Tech Tide after you watch this video and let us know your thoughts: https://www.forrester.com/report/The+Forrester+Tech+Tide+Martech+For+B2C+Marketers+Q2+2018/-/E-RES142439#

| SOURCES / NOTES |

Chiefmartec: https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/

Bynder/OnBrand: https://onbrand.me/state-of-branding-report-2018/

Forrester Tech Tide: https://www.forrester.com/report/The+Forrester+Tech+Tide+Martech+For+B2C+Marketers+Q2+2018/-/E-RES142439#

| WILSON ADVERTISING LINKS |

Wilson Advertising: http://www.wilsonadv.com

Customer Engagement Optimization: http://www.wilsonadv.com/category/customer-engagement-optimization

Our Work: http://www.wilsonadv.com/our-work/

Contact Us: http://www.wilsonadv.com/contact-us/

| CREDITS |

Host: Brian Drew, Senior Strategist https://www.linkedin.com/in/briandrew/

Host: Devin Meister, Content Director https://www.linkedin.com/in/devinmeister/

Production: Jason Kimerling, Producer, Editor https://www.linkedin.com/in/jasonkimerling

* All trademarked and copyrighted names, marks and logos are the property of their respective companies.

The power of exploration. Wilson crafted a branded scenario to shoot motion and still assets that brought conference branding to life. When you leave room for "happy accidents" there is always beauty in the unpredictable.

See more of what we do and how we think at http://wilsonadv.com

While there is a lot of talk and hype in marketing around marketing technology and what it enables, not putting the brand and message first can result in a diluted voice and a weakened brand. “The heart and soul of your brand can be lost,” according to Jon Brooks, Creative Director at Wilson Advertising. “Marketing technology is not a replacement for design, but rather an enabler for creative problem solving."

“The media isn’t the message anymore. The experience is the message that ignites the media,” says Jon. To that end, creative and design are tools for transformation and creating that differentiated experience. Consider brands like Uber, and how intertwined the business idea and the design of the user interface are to the overall experience.

Subscribe to this channel to get the latest updates about Customer Engagement Optimization.

| SOURCES / NOTES |

Uber: www.uber.com

| WILSON ADVERTISING LINKS |

Wilson Advertising: http://www.wilsonadv.com

Customer Engagement Optimization: http://www.wilsonadv.com/category/customer-engagement-optimization

Our Work: http://www.wilsonadv.com/our-work/

Contact Us: http://www.wilsonadv.com/contact-us/

| CREDITS |

Host: Brian Drew, Senior Strategist https://www.linkedin.com/in/briandrew/

Host: Jon Brooks, Creative Director https://www.linkedin.com/in/jon-brooks/

Production: Jason Kimerling, Producer, Editor https://www.linkedin.com/in/jasonkime...

* All trademarked and copyrighted names, marks and logos are the property of their respective companies.*

A recent report by Bynder and OnBrand found that 90% of brands cite struggling to “identify the right technologies to serve as an extension of their brand” as their biggest challenge.

Wilson Advertising specializes in Customer Engagement Optimization and creating strategies that turn it into a competitive difference. In this episode, we identify five things you can do to ensure that your brand personality is aligned with your Martech solution or platform.

1. STOP THINKING ABOUT YOURSELF FOR A MINUTE

2. FOCUS ON THE CUSTOMER’S PURPOSE

3. MARKETING ≠ IMPLEMENTING TECH PROJECTS

4. CUT ONE THING FROM YOUR MARTECH STACK TODAY

5. UNDERSTAND TIME AND APPLY IT APPROPRIATELY TO STRATEGY

Finding the right technology to use your customer data and communicate your brand voice authentically is daunting. It’s hard to know where to even start. These keys are a great start.

SOURCES / NOTES:

Mary Meeker Internet Trends - http://www.kpcb.com/internet-trends

Bynder and OnBrand Report - https://onbrand.me/state-of-branding-report-2018/

Scott Brinker Martech Landscape - https://chiefmartec.com/2017/06/average-enterprise-uses-91-marketing-cloud-services/

| WILSON ADVERTISING LINKS |

Wilson Advertising: http://www.wilsonadv.com

Customer Engagement Optimization: http://www.wilsonadv.com/category/customer-engagement-optimization

Our Work: http://www.wilsonadv.com/our-work/

Contact Us: http://www.wilsonadv.com/contact-us/

| CREDITS|

Host: Brian Drew, Senior Strategist https://www.linkedin.com/in/briandrew/

Host: Devin Meister, Content Director https://www.linkedin.com/in/devinmeister/

Production: Jason Kimerling, Producer, Editor https://www.linkedin.com/in/jasonkimerling/

* All trademarked and copyrighted names, marks and logos are the property of their respective companies.*

The Martech space has exploded; from 150 to over 5,000 vendors in just 5 years—and the amount of customer data has also exploded alongside it. Marketers and their budgets have followed along and are fueling more growth. The “2017 Internet Trends” report revealed that the average enterprise uses 91 marketing cloud services. But are they really using them? Many marketers are not able to adequately access their own platforms, and the platforms are not integrated. This episode of Wilson Bridge discusses the growth and steps marketers must take to stay ahead of the rising technology and take advantage of the increased budgets and capabilities.

| RESOURCES / NOTES |

Mary Meeker Internet Trends - http://www.kpcb.com/internet-trends

Bynder and OnBrand Report - https://onbrand.me/state-of-branding-report-2018/

Scott Brinker Martech Landscape - https://chiefmartec.com/2017/06/average-enterprise-uses-91-marketing-cloud-services/

| WILSON ADVERTISING LINKS |

Wilson Advertising: http://www.wilsonadv.com

Customer Engagement Optimization: http://www.wilsonadv.com/category/customer-engagement-optimization

Our Work: http://www.wilsonadv.com/our-work/

Contact Us: http://www.wilsonadv.com/contact-us/

| CREDITS|

Host: Brian Drew, Senior Strategist https://www.linkedin.com/in/briandrew/

Host: Devin Meister, Content Director https://www.linkedin.com/in/devinmeister/

Production: Jason Kimerling, Producer, Editor https://www.linkedin.com/in/jasonkimerling/

Customer Engagement Optimization bridges the gap between a brand’s personality and the technology used to communicate that personality. The first step is to understand how a brand interacts with customers and delivers value. With that understood and defined, brands then need to determine the marketing technology required to meet those objectively and authentically—not a simple task when the space has upwards of 5,000 vendors and counting.

We also discuss how Customer Engagement Optimization works on social, or not, and recall the time a mobile carrier fired some customers it didn’t like.

| BRAND REFERENCES AND RESOURCES |

Nike: www.nike.com

De Beers: https://www.debeers.com

Martech 5000 (2017): https://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/

Sprint: https://www.cnet.com/news/sprint-breaks-up-with-high-maintenance-customers/

Got Milk: https://www.gotmilksnacks.com

| WILSON ADVERTISING LINKS |

Wilson Advertising: http://www.wilsonadv.com

Customer Engagement Optimization: http://www.wilsonadv.com/category/customer-engagement-optimization/

Our Work: http://www.wilsonadv.com/our-work/

Contact Us: http://www.wilsonadv.com/contact-us/

All trademarked and copyrighted names, marks and logos are the property of their respective companies.

Social seems simple—simple like walking a tightrope. It’s just walking a straight line. But the implications of wavering to one side or the other can be perilous. In this episode, we look at how different companies in the automotive industry took on the biggest game in professional American football. One successfully connected with their audience, the other maybe less so. The jury is still out, but it didn’t get off to a great start.

Brand references and resources

Volvo: http://www.volvo.com/home.html

Specific Campaign: http://www.adweek.com/brand-marketing/why-volvo-wants-you-tweeting-during-their-competitors-super-bowl-ads-162548/

Ram Trucks: https://www.ramtrucks.com/

Specific Campaign: https://www.nytimes.com/2018/02/05/business/media/mlk-commercial-ram-dodge.html

- Other thoughts on (Dodge) Ram Trucks: http://www.wilsonadv.com/2016/04/rebranding-dodge-ram/

Wilson Resources and Links

Wilson Advertising: http://www.wilsonadv.com

Customer Engagement Optimization: http://www.wilsonadv.com/category/customer-engagement-optimization/

Our Work: http://www.wilsonadv.com/our-work/

Contact Us: http://www.wilsonadv.com/contact-us/

All trademarked and copyrighted names, marks and logos are the property of their respective companies.

When Wilson Advertising enters the branding process with clients, we parallel the branding steps with steps to customer engagement optimization, ensuring that the brand has a clear roadmap and platform to communicate the brand personality. These steps include:

Brand Ignite Steps

· Discovery

· Create

· Awareness

· Bridge

Customer Engagement Optimization Steps

· Market Strategy Report

· Quality Voice Assessment

· Martech Playbook

· Executive Decision Tree

One of the most exciting pieces of this process is the development of the Martech Playbook. It serves as an audit and offers guiding principles to help marketers develop a cohesive and achievable plan for moving their marketing through the ever-expanding marketing technology landscape. Paired with an Executive Decision Tree, it enables organizations to be the most efficient with their efforts and optimize their customer engagements.

Brand references and resources

Martech 5000 (2017): https://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/

Wilson Resources and Links

Wilson Advertising: http://www.wilsonadv.com

Customer Engagement Optimization: http://www.wilsonadv.com/category/customer-engagement-optimization/

Our Work: http://www.wilsonadv.com/our-work/

Contact Us: http://www.wilsonadv.com/contact-us/

All trademarked and copyrighted names, marks and logos are the property of their respective companies.

Motion graphics have been around for years, but recent advances in 3D technology provide new and more dynamic creative opportunities according to the crew at Wilson. “It changes the way you think about branding, about marketing, and business altogether,” according to Mark Wilson, 3D Designer and Generalist at Wilson.

“With 3D you can approach and tell the story in an infinite number of ways. And it really lends itself naturally into the expanding worlds of augmented and virtual reality applications,” says Mark. As he explains, it gives creators more flexibility. Look and see for yourself.

Website: https://www.wilsonadv.com

Twitter: https://twitter.com/WilsonAdvAgency

LinkedIn: https://www.linkedin.com/company/wilson-rebranding/

Vimeo: https://vimeo.com/wilsonbranding