On Marketing Technology

MTS: Tell us a little bit about your role and how you got here.

I’m in charge of Global Marketing and Communications at Mosaicoon, the award-winning tech company  – Facebook Marketing Partner – specialized in Video Advertising and Digital Marketing. I lead the overall marketing strategy, the local marketing mix – according to the different goals of each country – and the digital strategy. I have been working for Mosaicoon since last year, after a wide experience as Director and Entrepreneur in international digital & media agencies and in tech companies focused on digital transformation and new technology.

MTS: Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?

In my opinion, “Automation” – one of the most important trends in the field of Marketing Technology – will not replace people, but it will make human’s super-skilled, able to bring out talent and to share value. I believe that Technology has to reduce complexity (it must remain transparent to users) and it has to cut wasted resources, but always in an easy way. Simplification is the keyword. “Less is more” is a good claim to summarize this point of view. Our tech company is going towards this goal: breaking the rules of traditional creative processes to create energy and value for all – brands and creative people.

MTS: What do you see as the single most important technology trend or development that’s going to impact us?

I see a fast and deep evolution of Social Networks. From now on, the Social Networks will increasingly form a supporting frame, a unique and main structure for data, content, creativity, apps… and for the physical reality (health & care, politics, culture and more…). The Marketing Technology will evolve in this amazing and growing landscape.

MTS: What’s the biggest challenge that CMOs need to tackle to make marketing technology work?

It’s quite simple: what matters is the power of Data. That’s true both for the strategy and for the tactic. Indeed, Mosaicoon is a “data-driven” tech company, able to feel the evolution of the market through analysis. For example, we introduced Sonar. Based on a proprietary algorithm, Sonar describes the ability of a brand to communicate effectively through videos and assesses its video strategy potential.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)

We have two main target-goals: marketing and creators. Consequently, we lead the planning and execution of two different media strategies (cross-channel), with specific KPIs and advertising contents. We have a specific Marketing KPIs dashboard, to measure success and growth level.

MTS: What company are you watching/keen on right now?

I’m really interested in watching the next evolution of Facebook, a very relevant reference for me and for Mosaicoon. Facebook allows me to say: wow, it works, it looks easy to use.

MTS: What tools does your marketing stack consist of in 2017?

We have a data-driven marketing approach. We use Salesforce, Pardot and Mailchimp in order to improve data-cooperation. Moreover, we are introducing advanced (and custom) automation marketing tools, to speed up the sales flow. About our capability to formulate complex market analysis, We have designed and introduced “Sonar”, a proprietary algorithm to analyse brand’s skills in video strategy.

In my opinion a good marketing stack always includes tools such as Salesforce and Pardot, to improve the quality of data acquisition and to introduce efficient automation activities, which are useful in every marketing strategy. But, sure, a good marketing specialist has to know DMP, Programmatic and Ad-Tech platforms very well.

This Is How I Work

MTS: One word that best describes how you work.

I have two sentences, to describe my vision.
A good idea must be explained in the elevator time: from the ground floor to the tenth floor. And, if the idea itself matters 99%, the execution weighs 100%. This is the approach we follow in Mosaicoon, every day, in every division. By the way, I’m a “data-driven” manager able to mix overall marketing vision and strong technical skills in ad-tech and new technology.

MTS: What apps/software/tools can’t you live without?

I enjoy using lots of mobile apps, for both my job, free time and travel. But email is always the first tool I check.

MTS: What’s your smartest work related shortcut or productivity hack?

Of course, the global marketing strategy and the local marketing mix for Mosaicoon.

MTS: What are you currently reading? (What do you read, and how do you consume information?)

I try to spend my free time reading Italian literature and some American writers. For my job, I read articles and posts on LinkedIn, TechCrunch and trade marketing publications.

MTS: What’s the best advice you’ve ever received?

Change is the King. Time is the Queen.

MTS: Something you do better than others – the secret of your success?

I’m always really and fully committed on my goal. The more the challenge, the more I enjoy doing it. I can say that I found this element in Mosaicoon: everyone has the overall vision and, at the same time, a focused lineup.

MTS: Tag the one person whose answers to these questions you would love to read:

Levent Guenes – Chief Growth Officer Havas Group APAC & CEO Southeast Asia
Agnieszka Aga Giedroyc – Havas Media International General Manager for APAC at Havas Media

MTS: Thank you Luca! That was fun and hope to see you back on MarTech Series soon.