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ad:tech 2019: The challenge of connecting marketing, service and tech siloes

Wed 18 Sep 2019

Paul Frampton is delivering his ad:tech keynote speech September 25 and appearing on the panel ‘Should marketers take artificial intelligence seriously?’ at 1.15 pm the same day

Paul Frampton is a man in a hurry. He has just taken the role of European President at performance marketing agency Control v Exposed and he is giving the keynote speech at ad:tech London, which at the time of publishing is less than a week away.

As an experienced leader of agencies and start-ups, with roles as Chief Executive Havas Media UK and as Chief Executive UK & Ireland of hotel tech company Tink Labs, Paul is well-positioned for an overview of technology and the customer experience.

Asked where he sees opportunities for using marketing technology to improve the customer experience, Paul says: “Expectations from the consumer continue to accelerate so marketing technology, when connected to a clear business strategy and underpinned by a talent readiness strategy across the organisation can transform the speed and personalization of customer service and experience.”

He adds that the bedrock of growth for brands in a digital first world will be the combination of marketing automation, customer data platforms and content management systems combined with smart ad tech which helps identify incremental acquisition opportunities.

The business that best exemplifies these practices is still Amazon. Paul says: “To be honest, Amazon has set the benchmark for everyone and there are some Direct-To-Consumer retail and fashion brands that are able to keep up as they have a tech stack with no legacy.

He still thinks the majority have a way to go before consumer expectations of their brand interactions are fully met.

“Pretty much everyone else is still progressing towards the nirvana and few have been able to master connecting the dots between the marketing, technology and service departments within their business.

Join Paul At ad:tech 2019, 25 - 26 September 2019, Olympia

MAdTech innovations Theatre
10.15 am – 25 September

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