uber car

Uber Happy: The Necessity of MarTech Convergence

5 minute read
Irina Guseva avatar

The last time I fell in love with Uber (all over again) was when it launched its music service.

I found out right after booking a ride, when the service offered to connect my Spotify account to my Uber account so I could listen to my favorite music while getting to my destination.

Although some digital marketing technology elements were not part of the game (email, social, etc.), I was still a happy and engaged customer, who will continue to come back to this brand, no matter where I am in the world.

As modern consumers get more and more demanding and impatient — me included — in their brick-and-mortar and digital interactions with brands, it's more important than ever to look at the full picture of marketing technologies converging to bring the best experiences to your customers.

Pillars of Digital Marketing Tech

There’s a plethora of digital marketing technologies to take into account: WCM, DAM, analytics, social, email, mobile apps, targeting and personalization, in-location engagement — just to name a few. Whether you take the marketing all-in-one cloud approach, a best-of-breed systems woven together or a combination of the two is your decision and depends on your particular situation, as long as you can achieve the results you need and drive your business forward.

Personnel efficiency, standardized approaches, open architectures, innovation, cloud and mobile strategy are all important elements when thinking about digital marketing technologies.

Take WCM, for example. WCM is the main bloodline of your business. Web is still one of the most important channels to engage with your customers. Whatever you do, you probably cannot do it without a strong web channel.

DAM is your freeway for evolving from mere digital asset management to managing digital experiences through rich storytelling, dynamic imaging, video and audio assets.

No campaign should go out without content and assets combined. Campaign management solution should be able to tap into reusable content and assets from WCM and DAM to save on time and money.

Analytics is another important pillar. How do you know if your brand is doing well? Are you looking at the right KPIs? Do you know how your content is performing and where to optimize it? Are you tracking customer engagement with your brand? Nowadays, there’s no lack of data. Actually, there’s too much data. And the challenge is to parse this big data in order to gain useful data-driven insights and be able to optimize experiences.

In the end, the most important element to me is how the technology is used, whether it’s being properly implemented according to best practices and is being used to its fullest potential. Can you say the same for your business?

Strategies, People and Processes

Digital marketing is not an easy endeavor. Let’s leave software alone for a minute and think about people and processes that are involved. I am often asked about the critical positions organizations should hire to be successful.

My answers vary from “Head of Digital Marketing” to “Analytics ninja” to “Content marketer” and many others. Digital has forever changed the HR landscape, as many more roles are involved in creating, managing and delivering experiences.

Uber is one of the brands that does the digital marketing job well.

I'm engaged with the brand via multiple channels. When I receive the company's email campaigns, they’re entertaining, useful and well-crafted.

What that means is that they engage with customers in a helpful, relevant, non-spammy way. And it really doesn’t matter which technology they use to deliver their email campaigns to me.

Learning Opportunities

What matters more in this case is that they have a content strategy and a content marketing strategy that is wisely devised.

There are creative people behind those emails that actually try to understand how to engage with me, what to tell me, how to gauge my interest and optimize content further, and how to deliver the information I need.

Do you have people in your organization whose efforts are devoted to content marketing and content strategy?

Are you missing out on the good old “Content is King”?

Mobile Apps, Mobile Everywhere

Uber underscores how a business can operate solely and successfully via a mobile app.

Just think about how easy it is to use that app to make your travels less stressful. The app was part of the strategy to be everywhere, to be accessible and available at any moment. The app was part of the market disruption that Uber had initiated.

Native, hybrid, iOS, Android, Windows, tablets, devices — there’s no shortage of complexity in the world of mobile apps.

But this is a complexity you must conquer in order to be successful. Of special importance here is technology you use to drive mobile app creation and delivery.

Since many of the mobile apps reuse images and content from your web channel, the mobile app to WCM connection must be very strong. If your WCM doesn’t provide you with the out-of-the-box capabilities for responsive web, mobile web, and mobile apps you’re better off looking elsewhere.

This type of technology convergence is a matter of necessity and convenience, so that you and your brand can be successful and deliver meaningful experiences to your customers whenever they are.

Creative Commons Creative Commons Attribution-No Derivative Works 2.0 Generic License Title image by {Guerrilla Futures | Jason Tester}.

About the author

Irina Guseva

Irina Guseva is a seasoned enterprise content technologist with 15+ years of experience, with roots in various types of media including print, radio, TV and digital media. She specializes in web content management, digital asset management, enterprise content management, digital marketing and customer experience management.