While the democratization of marketing technology inside companies has already made large strides; there is also still lots to win.

Within marketing

For example: within marketing might have more direct access to technologies to control customer data and automate it’s processes today. But in large companies that usually is just true for global teams with marketing technologists. The complexity of the tooling in general doesn’t allow for too much freedom on a local level for field marketeers. The advent of prompt based AI models might be able to move that further along.

Beyond marketing

IF that happens; will that also mean that access might be democratized beyond marketing? How will other parts of the company that deal with customers might be able to apply or align to marketing content? Teams like Sales and Customer Service. But also teams like HR, Operations and Finance. They all communicate with customers or customer stakeholders on various levels. Right now these proceses are very much disconnected in any large company. And it is impacting the erosion of the customer journey as pointed out by IDC.

Beyond the company

Looking further ahead it becomes interesting to see how we can apply this democratization principle further. Even outside of the company walls. How can we give an ecosystem of partners access to these tools? Create a networked company. How can companies partner deeper with their customers? Hand them part of the brand ownership. Truly make them advocates, beyond some points and a discount. And perhaps even fractional shareholders.

Tokenization and web3

This is where tokenization and web3 comes in. It is along a line of further decentralization through more accessible tech. But it is still very, very early. There are many barriers to take. Legal, taxation, user friendliness, etc.

But most importantly it remains a social and economic adoption question. Do we as a society see the value of looser orchestration methods, with fewer dependencies on centralized powers? Or are short term highly efficient centralized structures still preferred?

Many companies are already dabbling with the options here. Some get burned, some get applauded. But they all learn.

Are you learning?

Reach out to us at winwinwin.agency and get an actionable strategy to get you started. Or look at one of the real life case studies we have worked on.