19JUNE 2021CXO INSIGHTSMARTECH - CREATING REAL VALUE OR DOING TECH FOR TECH'S SAKE?By Philip Chau, Director of Strategic Marketing, Great Eagle HoldingsWhat is the hottest MarTech and AdTech right now?""What are the latest innovations and disruptions in technology for marketers?"These are great questions that marketers often ask.But these are the WRONG questions.As marketers evolve into data and digital experts, we often fall into the role of being an organization's explorer, innovator, and disruptor. Consciously or unconsciously, we are pressured to think "outside of the box" or to come up with the "next big thing".But are we really bringing value to our organization? Or are we bringing in technology for the sake of bringing in technology?The key is to go back to the basics and ask the most fundamental questions - Why, Who, What, and How. We often jump straight to the Tech which is actually the `How', so why not go back 3 steps and start properly from the `Why'.WHY - Really ask yourself this questionThink deep about the real purpose of bringing in marketing technology. Is it a short term goal such as business profit? Or is it a longer term goal such as environmental, social, and governance (ESG) to become a more conscious business? Whatever the objective is, it should lead to some form of outcome and KPI. It
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