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Arvind PR

Each brand present online wants to evaluate the effectiveness of its campaigns, just as much as it wants its application to perform better. KPIs may differ from brand to brand. While for one it might be about return on ad spend (ROAS), for another it might be about increasing online orders.

This was the goal of McDonald’s India, when it decided to leverage martech tools and data to generate return on investment (ROI) at the bottom as well as the top of the funnel, quotes MarTech Report 2022 from MMA India.

For the lower funnel, the brand decided to target inactive users with personalized messaging, using first-party customer data. The idea was to increase lifetime value using first-party data
effectively and reduce churn.

For the upper funnel, McDonald’s analyzed the impact of each impression on its marketing goal of generating more orders. This was done to find the optimum conversion frequency at the market level. Again, the brand used a range of martech tools to find out.

Back to basics

Arvind RP, Director – Marketing and Communications, McDonald’s India West and South believes that in the current scenario, there is a plethora of such martech solutions. For things to work in favor of the brand, you have to go back to basics and properly articulate business needs.

“This should be done for the brand to make the right decisions about the whole ‘martech assembly,'” he added.

That said, Arvind also opines that this is the era of more mature marketers, when it comes to concepts like martech. “If you look at a snapshot today, compared to some of the early days, I think between marketers, vendors, and partners, there’s a much more mature approach to martech, in terms of starting small and of getting quick wins before continuing to build the whole martech stack,” he shared.

Martech and the Omnichannel Consumer

For a brand like McDonald’s, it becomes imperative to gauge its consumer journey. Arvind gave the example of today’s omnichannel consumer. For example, a consumer may stop at a McDonald’s drive-thru on his way to Pune from Mumbai. He can come back and order on the McDelivery app and on his way to the office he can pick up his coffee at one of the outlets.

“In this example, you’ll see that consumers are already interacting with the brand through multiple channels, they’re already omnichannel. So the biggest challenge for marketers is to orchestrate frictionless omnichannel journeys, which makes it much more transparent to consumers,” Arvind said.

Marketers need to embrace this “consumer journey management” during the martech revolution the world is experiencing, he added.

Failures and learnings

Talking about the aspects he noticed initially, Arvind mentioned that one of the lowest fruits in this case was the need for social listening.

“In the context of a brand like McDonald’s, capturing social trends becomes very useful for the marketing moment. You also look at hot topics in different geographies across India. So social listening really turns out to be very useful for building a tech stack outside of, say, marketing automation,” he shared.

Among other learnings in the martech space, as Arvind mentioned, is a clarification of the organization’s vision. He explained that there was a great commitment needed on the part of the organization, from the point of view of the function to that of the investment in the tools.

“The first step is for leaders to ensure that the organization’s commitment is up to par. And customer-obsessed organizations tend to engage in their data and digital journeys, and martech is a very crucial step in their data and digital journeys,” Arvind said. He also believes in immersing yourself in the latest in the martech space, the analytics space, and the data and digital space.

However, that doesn’t mean that every newest tool is meant to work for every brand.

According to Arvind, it’s better to try new things and if they work, the brand should grow quickly. “But I would definitely suggest starting small and then scaling up quickly,” he added.

Justify Stack

Moving on to evaluating martech tools, Arvind admits that it is indeed a complex process. “Martech is expensive. In a boardroom setting, you are expected to present ROI. It becomes extremely crucial to assess whether these investments are paying off. Whether the cost of the martech stack and marketing automation drives incremental revenue becomes another aspect,” he shared.

The golden balance

With the emergence of martech, one would probably wonder if traditional marketing techniques are about to hit the charts. Gartner’s 2021 CMO Spend Survey indicates that 72.2% of marketing budget is spent on purely digital channels. No wonder martech tools have seen such huge growth.

However, Arvind believes that traditional marketing techniques are going nowhere and in fact new age marketing or as he calls it “agile marketing” complements traditional marketing and vice versa.

According to him, traditional marketing relies on building brand visibility over the years, as well as building and refreshing brand memories. “New era marketing techniques like martech dramatically shorten the cycle time and make marketing much more agile. And it’s like a golden balance between the two. Ultimately, while marketing drives business results, it must also be able to respond to rapidly changing situations. And this mix of traditional marketing and new age marketing really allows marketers to do that,” Arvind explained.

To young marketers, Arvind says it’s very important to find that balance between traditional marketing and new age marketing. “The fundamental rules of marketing never change. You just have newer tools and techniques that make you a more nimble marketer,” he said.

He also thinks looking at martech solutions from a process approach rather than a project approach is another aspect marketers need to keep in mind because it’s all about scaling. permanently the solutions that we have and that we experiment. “And then, once you’ve got it right, you can go ahead and expand it,” Arvind concludes.

Click here to check MarTech Asia Summit 2022 details

Today, new trends, new technologies and changing consumer behaviors are transforming the industry like never before and with them, many opportunities are emerging. It is up to brand marketers to build capabilities and capabilities to stay ahead.

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