‘MarTech Transformed At An Accelerated Pace In Recent Months’
The significant shifts to customer-centric strategies, human-centred design and digital channels have been instrumental in driving increased investment in marketing technology, says Nthabiseng Matshekga, Executive Head of Marketing for Nedbank Group, in an interview with Martechvibe before the Vibe Martech Fest South Africa. Nthabiseng Matshekga, Executive Head of Marketing for Nedbank Group, has been championing […]
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The significant shifts to customer-centric strategies, human-centred design and digital channels have been instrumental in driving increased investment in marketing technology, says Nthabiseng Matshekga, Executive Head of Marketing for Nedbank Group, in an interview with Martechvibe before the Vibe Martech Fest South Africa.
Nthabiseng Matshekga, Executive Head of Marketing for Nedbank Group, has been championing the role of digital marketing and thought leadership in South Africa. In a career that saw her in various management and strategic positions with some of the most recognisable local and international brands, Matshekga has led many organisations in developing marketing strategies and brand positioning. In her new role as Executive Head of Group Marketing for Nedbank, Matshekga leverages the bank’s client insights and understanding to amplify Nedbank’s purpose-led brand and value proposition.
In this interview, Matshekga talks about data as the lifeblood for marketers and why offering superior customer experience is a challenge in South Africa.
What are the key challenges that brands face today?
Nthabiseng Matshekga: Staying true to their purpose in a contextually relevant manner. In these changing times, it is even more critical to ensure congruence in how a brand is uniquely positioned to deliver its purpose and brand essence; and avoid rhetoric. This north star should guide commercial and segment strategies, proposition development, go-to-market plans, marketing communication, and ignite growth. Furthermore, reaching the right customers at the right moment and relevant content has been disrupted by pandemic-induced changes in the marketing environment, digital adoption, and technological advancements.
Have marketers in South Africa started adopting marketing technology solutions?
Matshekga: Absolutely. The marketing technology environments of many organisations have probably transformed at an accelerated pace in recent years, and significantly in recent months. The big shifts to customer-centric strategies, human-centred design and digital channels have been instrumental in driving increased investment in marketing technology. Solutions I have seen employed most often are largely focused on enabling performance marketing capability, marketing automation, data management, multichannel experience, near real-time personalisation, and customer lifecycle management.
How do marketers tackle customer data?
Matshekga: We see it as the lifeblood of our work, used to deliver informed (data-led) creativity, meaningful insights, and better-quality customer connections. This constitutes the foundation for building relevant solutions, curating excellent customer experience moments, delivering better results, and building loved brands. Marketing technology is very important in this quest because it helps marketers centralise marketing activity, optimise data governance and compliance to privacy/data laws, put intelligent automation to work across different marketing channels and improve our efficacy in media planning and buying.
Also Read: Martechvibe to host the Vibe Martech Fest in South Africa
Is offering superior customer experience a challenge?
Matshekga: Yes, it is a challenge because customers compare you to their last known great experience, irrespective of industry vertical or business category. They don’t live their lives trying to distinguish between industries, categories, touchpoints or marketing channels. They expect not only a great experience, but one that is consistent regardless of the point of contact/ touchpoint with the brand. Ensuring that you are best placed to deliver all this in line with your brand promise is a mean feat.
What critical information would you expect from marketing technology vendors?
Matshekga: I would expect an exceedingly clear understanding of the marketing and business environment and architecture, a human-centred and well documented collaborative approach to delivering solutions. Additionally, I would like to benefit from their experience; therefore, proofs of concepts, benchmarking exercises, case studies and any other information that demonstrates their track record on best practice and a focused effort on innovation, smarter marketing and delivering business results.
