What Australian CMOs have on their martech utilisation priority list in 2020

Marketing leaders from Suncorp, Groupon, RACQ and more share their marketing technology priorities for the New Year

Harnessing marketing and digital technology more successfully to improve customer experience is not surprisingly topping the list of 2020 priorities for a number of Australia’s marketing leaders.

Speaking to CMO about her 2020 New Year priority list, Suncorp EGM of brand and marketing, Mim Haysom, said she’s looking to employ cloud technology and machine learning more effectively in the name of the customer.

“We’re looking to use cloud technology and machine learning to enable us to know our customers better, so we can be more relevant, more personalised and meet more of their needs,” she said.

In a similar vein, RACQ marketing leader, Renee Davidson, highlighted “personalisation and differentiation” as the milestones she’s hoping to reach this year and technology as the tool to achieve it.

“2020 is about getting the most from our tech stack - we have some incredible solutions that are enabling connected experiences, continuing to test, learn and evolve our marketing,” she said.

It’s a similar scenario for digital coupons business, Groupon. “The successful deployment of multiple new personalisation platforms within Groupon's tech stack will allow us to further evolve our push marketing, and unlock new opportunities for messaging and communication,” said its head of marketing A/NZ, Dane Sharp.

“Relevancy is key to frequency for Groupon, and we’re excited to have some developments across both our app and our messaging platforms.” 

South Australia Tourism Commission executive director of marketing, Brent Hill, is also looking to continue to use data being sourced by the tourism body in the best possible way.

“But it’s also not to get lost down those hyper-personalised holes, and forget to brand build and play the long game,” he said. “I am really keen for us to keep working on attribution modelling, data sharing and really analysing the customer journey to surface ROI quickly and simply, but we still need as many people as possible to know about our destination. So while we have some of the best tech in the country when it comes to digital and data mining, I don’t want to lose sight of the big picture of positioning our brand as a really incredible destination that will reward your wonder.”

Building out a new website with customer needs front of mind every step of the way is the big year priority for Superfriend GM impact communications and insights, Danielle Clarke.

“I want our customers to be pleasantly surprised and delighted with the digital experience we provide,” she said.

While at MoneyMe, full service automation is the goal firmly in the sights of the personal loans provider and its head of marketing, Robert Boschiroli.

“It’s about using technology to deliver funds to customers bank accounts in seconds,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in