#DMWF North America: Inga Romanoff on where we’re at with digital marketing

By: Mark Jones

October 16, 2018


#DMWF - Data Marketing - Featured -

Inga Romanoff is a martech specialist, thought leader, international speaker and global marketer with over 20 years experience. Oh, and she can add #DMWF North America chair to that list of accolades now as well.

Next month, Romanoff – who runs her own tech and automation-focused marketing consultancy, Romanoff Consultants – will be at the helm of the Data, Disruptive Tech & UX (DDUX) track across the two-day show. With heaps of industry knowledge and charisma in buckets, ticket-holders can rely on Romanoff to extract only the most engaging viewpoints and discussion points from the DDUX speakers, featuring the likes of Google’s Kevin Hartman, Mozilla’s Justin Terry and Verizon’s Andar Kassim, among many more.

Ahead of our return to New York, #DMWF caught up with Romanoff to learn a bit more about her and what she’s most excited about for our two-day residency in New York.

Hey Inga, we’re delighted to have you onboard for #DMWF North America next month, This might be a tough one to start with, but how would you describe digital marketing in 2018?

Inga Romanoff: Digital marketing in 2018 was actually… marketing beyond digital.

Customers still wanted personalisation and getting the information they wanted, when, where, and how they wanted it, but also were more concerned about their data and its security.

Thus, I think the role of marketing technologies such as marketing automation and CRM [customer relationship management], data and data insights played a much bigger role and required for marketers to learn new skills.

Personalisation and relevance to the audience played a higher importance and GDPR [General Data Protection Regulation] opened our eyes to the reality of the consumer preferences today.

You’re going to be hosting some panel sessions throughout #DMWF in New York. Are there any in particular that you’re really excited to be part of, and why?

IR: These two panels, because I am a big fan of data and the “right data”, i.e. marketing insights.

Data Marketing & Analytic Trends for 2018 & Beyond

Personalisation and a Better Experience Online

The marketing technology landscape for these analytics tools has changed dramatically in the last year and a half or so. On the other hand, marketers needs have evolved as well. I am curious to hear what our audience will have to say about their challenges in getting to the right data, driving the insights, and making evidence-based decisions for their businesses.

Delivering personalised messages to audiences is not an easy feat, and while we have better tools available to us, I feel that marketers are overwhelmed and don’t know how to get to the right insights. Check out a recent interview I did on The Evolution of the Data Marketer.

Examining the Customer Journey; How Great UX Impacts ROI

I am moderating this panel with Kevin Hartman, head of analytics at Google, and I’m looking forward to asking marketing leaders about how they view the evolution of CX [customer experience].

In my opinion, it must change today and work hand-in-hand with marketing and advertising folks. In other words, our goal should be to deliver a seamless and hyper-personalised customer experience – not a choppy ‘here’s our marketing and here’s our site’ approach.

Are there any talking points flying around the industry that will likely raise their head more than once at #DMWF?

IR: The impact of AI and machine learning technologies on current marketing roles, hiring and training, and the ‘DNA’ of the future marketer.

In your opinion, what sort of things should we be talking about?

IR: 1. I think we sometimes are a bit too enamored with future trends and doing the latest thing; however, it is also important doing simple, authentic things that improve the experience of your customers and prospects. That is often not so complex and does not require high investments.  

2. Involving and educating CEO and COO roles within the organisation; helping them with their marketing capabilities or marketing technology initiatives.

At times, the investment levels are high, decisions require real depth of understanding of required vs. good-to-have features, and a standard RFP [Request for Proposal] process is quite obsolete – in fact, is likely to result in costly decisions.

Thanks, Inga!

Learn more about Digital Marketing World Forum (#DWMF) North America and register for your Advanced Rate pass before November 2 here