News & Insights > Insights > Discovering Technical Marketing as the cornerstone of effective media campaigns 

  •  By Habib Zemni

With the rapid growth of technology and the rise of data-driven marketing, the role of the marketer is becoming richer and more diversified. Among the emerging skills within this field, technical marketing occupies an essential place, although it is not strictly speaking a novelty. Its importance is growing over time, as companies become increasingly aware of the need to integrate it fully into their digital marketing activities, rather than entrusting it solely to IT, which is often responsible for complex and technical tasks, as is still the case in some organizations. 


Contrary to an approach that pits technical marketing against digital marketing, it is more accurate to consider technical marketing as a component of the multiple specialties of data-driven marketing. It sits alongside disciplines such as analytics and insights, conversion rate optimization (CRO), digital or performance marketing, as well as data management and web/app analytics. 

Technical marketing: a major challenge for media campaigns  

Technical marketing is particularly crucial to media strategies. It focuses on optimizing the tools and platforms used, ensuring their smooth operation, seamless integration with other systems, and the effectiveness of advertising campaigns. For example, while the performance marketer focuses on managing advertising campaigns, the technical marketer intervenes to ensure the technical integration of these platforms with CRM or data management systems, optimizing data collection, analysis and activation. 

 

6 examples of fields of application where technical expertise is essential:

   1. Performance analysis: by identifying pain-points and tracking performance trends through the creation of dashboards and continuous KPI monitoring. 
 
   2. Optimize data collection: based on performance analysis, continuously improve tracking, behavioral data collection and consumer preferences to improve targeting. 
 
   3. Improve user experience (UX): by optimizing page loading speed (migration to server-side tracking) and clarity of data use. 
 
   4. Increase conversion rates: by implementing a new e-commerce-oriented data-layer and tracking by region.
 
   5. Optimize advertising campaign performance: by improving Quality Score on Google Ads to lower cost-per-click (CPC), achieve better ad positioning and thus increase the profitability of media campaigns.   
 
   6. Master analysis and attribution: by implementing, if not already in place, a multi-channel attribution solution, and by defining the best attribution model aligned with the strategy in order to measure the real impact of different channels, to understand multi-channel synergy.

4 steps to successful media campaigns from a technical point of view 

In digital marketing, programmatic advertising simplifies the display of online ads by automatically adapting them to the specific audiences of different websites. Advertisers and publishers use management platforms to personalize ads and select audiences according to their known interests. 

 

We have identified 4 key steps to take to ensure the success of your Technical Marketing campaigns:   

   1. Comprendre l’écosystème technique : une bonne compréhension des plateformes implémentées, de l’infrastructure digitale et marketing, ainsi que les flux de données échangés est nécessaire pour assurer une intégration fluide. 

   2. Collecte & Analyse les données : la collecte et l’analyse des données provenant du web ou d'autres sources sont essentielles pour pouvoir ensuite formuler des recommandations pertinentes. Ces données permettent d’affiner les stratégies de ciblage et d’optimiser les campagnes publicitaires. 

   3. Surveiller les balises régulièrement : cette gestion continue permet de déterminer quelles données collecter et comment les acheminer vers les plateformes marketing. Cela garantit une mesure précise des performances des campagnes et une meilleure compréhension du comportement des utilisateurs. 

   4. Gérer les contraintes légales & réglementaires : en tant qu’expert marketing, il est nécessaire de veiller continuellement que les pratiques de collecte de données respectent les réglementations en vigueur, telles que le RGPD, CTDPA, CPRA et la Loi 25. Cela permet d’assurer la conformité tout en maximisant le suivi des campagnes et leur performance. 

 

In short, the ultimate goal is to optimize the advertiser's advertising investments, ensuring the added value of campaigns on search engines, social networks and programmatic platforms, while managing new developments in terms of tag management or analytics to avoid technical debt and guarantee the protection of user data. 

Today, technical marketing is increasingly establishing itself as a must-have specialty, particularly in an increasingly data-driven environment.  

Its role goes far beyond simple technical management, and is deeply integrated into performance, optimization and data collection strategies, contributing to greater campaign efficiency and a better understanding of the customer journey.  

That said, not all companies need to integrate this skill. Outsourcing these tasks is often seen as a pragmatic option. This approach allows you to benefit from cutting-edge expertise without burdening your internal structure.  

Conversely, larger companies, particularly those with complex digital infrastructures or large volumes of data, will find it advantageous to internalize this know-how to ensure direct governance and greater responsiveness. 

Although technical marketing is crucial in certain contexts, it is not an absolute necessity for all types of structure. The need depends on the size of the company, the complexity of its information systems and its marketing objectives.

The business expert :

Papa Sangoné Sall

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Credit : Mikael Blomkvist

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