MarTech: Industry Transformation

VOL. 0009 – FLORIDA, THURSDAY, FEB 23, 2023

Juan F. Arjona Harry

President & CEO Strategee

During the last twelve years the world has been living a state of enjoyment of technology thoroughly until it has transformed several fronts of everyday life very positively.

We saw at the time how music, hand in hand with YouTube, took the great logical leap and the category was completely and forever modified (perhaps music was one of the first industries shaken by the hurricane of technology).

Then we saw banks making tremendous efforts to digitize and for about six years transform dramatically through Fintech.

We also saw the category of real estate, both for sale and for rent, breaking schemes and finding in the Proptech its future.

At this very moment are the insurances.

And not to mention the incorporation of technology into the medical world, in which, from robot assistants to complex diagnostic and treatment technologies, diagnostic and treatment methods are more effective for the well-being of all.

And so we could list many more categories or entire industries transformed by technology.

Marketing was no exception.

After a "flirtation" that began back in 2005 and after the growth in the penetration of Smartphones -about 12 or 13 years ago already - we have been assimilating great changes in the marketing process from the implementation and execution of all its processes.

This is how today we have applications for practically everything we do in the field of marketing, allowing with them agility (payments, queries and answers), simultaneity (omnichannel) and reliability.

Companies in the Marketing sector have been migrating towards technology agency models with solutions at hand for automation requirements in current times. Some successfully, others unfortunately could not assimilate this change and have decided to continue their old model until they no longer have customers left to serve.

The transformative impulse of technology also came from the process called "Marketing Automation", which provides the website and applications, in "playing fields", or better, "conversational interactions" with today's consumers. The tracking of sites visited, the user's name, email campaigns with all their statistics, A/B testing, re-marketing and re-targueting have been in the last seven years the best tools of Digital Marketing one by one.

The administration of advertising for clients today has sophisticated bidding and contracting platforms that make their delivery of messages and images to the final consumer more precise every day; the world of audiovisual production -within what is Digital Marketing - has been transforming almost every week under the tremendous influence of communication models based on Influencers. Content management -from creation to administration in web portals or mobile applications- today produce wonderful results from loyalty and obtaining brand awareness -awareness-. And so, we could go to each part, process and sub-process of marketing, and in them we will find solutions for almost all the marketing needs demanded by CMOs and their Marketing Plans.

This has been wonderful for the Marketing industry; since the objectives can be achieved with greater precision and cost-efficiency. In Marketing today, we have various methodologies for the management of each marketing variable, enabling a better and more refined use of managed resources.

In Strategee we noticed this trend since 2008, and we anticipate creating a solid offer of applications -currently in use in various corporations- that allow us to manage marketing processes more effectively. These applications, among others, are:

1. To manage Innovation: a platform that manages the process.

2. To manage Prices: a digital tool whose algorithms optimize each price decision. Likewise, a mobile application that allows you to calculate prices according to margins and level of operations according to the profitability expected by the company.

3. To manage Trade Marketing: a platform that manages the operation and pays for the activity versus its profit.

4. For Service: through a PQR's platform that traces and allows follow-ups to this delicate process. Likewise, with Service Profile Tests that evaluate the true profile of each employee.

5. For develope of Transactional and Predictive Algorithms: it is a platform to design, with advanced mathematics, optimization algorithms for the different problems of day to day in marketing.

6. To manage Commitments and Follow-up to Minutes: through a platform that allows in real time the capture and sending of minutes on a day-to-day basis and the follow-up of commitments and pending ones.

7. To manage Loyalty: we have an application that manages points (accumulation, redemption, purchase and gift) with total flexibility in redemption and gratuity rates.

8. For Customer Management and CRM: a platform that manages visits, alignment, field reporting with various files, tracking and customer preferences.

9. To Visualize Results: have an application that is constituted in the Control Board of the results of any operation, graphed, filterable and in real time.

10. To formulate the Marketing Plan: through an application called "Marketing Controller" that allows you to generate marketing strategies according to the industrial sector and the category to which the Marketing Plan will be formulated.

At Strategee we accompany companies in their digital transformation and in effective and cost-efficient marketing.