The Lumery Unmask a New Breed of Agency to Cut Through the Noise


2 years ago by luis

The landscape across MarTech and AdTech has matured rapidly over the last few years. Just 5 years ago the MarTech efforts of most companies consisted of nothing more than playing around with email marketing or getting some agency to build some expensive website, while the media guys were dealing with AdTech completely separately. There has been a continuous wall between the two worlds of MarTech and AdTech. Never the twain shall meet. Data-driven marketing was simple, segmented and siloed.

Then, in a relatively short amount of time, we saw an explosion in the availability of data. This forced brands and organisations to think a lot harder about how they were leveraging data and tech for their marketing efforts, and technology vendors were there to meet this freshly generated demand. Vendors globally were soon tantalising prospective clients with the promise of incredible data driven results and digital transformation visions.

But as your mother told you when you were onto your third serving of dessert, you can have too much of a good thing. Organisations today are drowning with the overwhelming amount of technology options available to them; it’s impossible to create strategies capable of leveraging all the unique benefits of these vendors simultaneously.

According to MarTech Today, the industry has grown from just 350 vendors in 2011 to 5000 in 2017. With that in mind, it’s understandable that even the best and brightest marketers and businesses are confused about what they should have, while simultaneously missing out on opportunities to leverage what they do have.

The disconnect in the ecosystem

On one side, you have technology vendors focused on building industry-leading products. It’s not really in their interest to understand the complex nuances of every customer’s technology stack and make it work – especially when it consists of competitive products. Their job is to spruik the benefits of their products and to close more deals. Fair enough.

On the other end, there are the agencies and most have done well to embrace digital – indeed, they had to in order to stay relevant. Many, if not most, have done a great job guiding their clients through the digital landscape, but that doesn’t change the fact that agencies are predominantly creatively driven. They don’t have the know-how to give their clients tactical plans on how to do more with data and tech. It’s simply not their field of expertise.

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