MARKETING technology — or martech — involves understanding who the customer is and how content is managed and used to design customer journey, experts said, as they pointed to the importance of focusing on one problem to maximize its use.

“It really starts with understanding what problem you’re trying to solve, and I think businesses can make sense of this complex landscape by not being ashamed… of just trying to solve a very small, specific problem first,” Chad Sotelo, senior vice-president and business unit manager of RLC Residences at Robinsons Land Corp., told webinar participants at IMMAP Web Wednesdays.

The webinar is a discussion on how decision makers use data to drive strategy and business transformations.

“Just choose one, choose one point that you feel is part of the customer journey that really has an issue in your business, or you feel that really adds value and just focus on that one,” he added.

As an example, Mr. Sotelo said their focus in years-long customer journeys in real estate is to turn or convince a “lead” into making a reservation.

As reservation fees are one of the more measurable ways to see how a solution brought by martech affected company sales, companies can build on that solution using more tools moving forward.

Personalizing a consumer’s journey is also one of the things martech can help companies or brands, which is where the role of data comes in. The flow of every touchpoint is also important to ensure a consistent omnichannel experience.

“We need to make sure that the relevance of the product and the messaging has to be personalized for that customer across different channels, and whether we have a single view customer or not, still we can make those informed decisions leveraging the data coming from different channels and different sources,” said Abhishek Grover, head of Samsung’s digital marketing group in Southeast Asia and Oceania.

Boston Consulting Group Principal Julian Cua added a customer’s experience across different channels “has to stitch together.” He also emphasized the need to remember a company’s objectives when engaging martech.

“That will help inform you on which systems you want to overemphasize on and which ones you want to spend less time on, because in a way, you want to start and then develop from there rather than trying to hit all birds with one stone,” said Mr. Cua. — Keren Concepcion G. Valmonte