Welcome Joya Scarlata, Director of Marketing at InterraIT, as she shares her insights on Marketing, Emerging Technologies, and AI-driven Strategies as part of the MarTech Thoughts series.
How do you describe your job to a 5-year-old?
Love this question! I help tell stories about the cool things that our company does so that other companies want to work with us. It’s like showing and telling everyone about your favourite toy so they want to learn more about it, too!
What is the one marketing platform/app/solution you can’t live without? Why?
One marketing platform that I cannot live without is Google Analytics. As Director of Marketing, it is important to have precise data on how users interact with our website, which helps my team make informed decisions. We use other tools to supplement the data obtained from Google Analytics, and this level of granularity helps us understand what’s working and what’s not. So naturally, it is not just about tracking numbers; it’s interpreting what these numbers mean to drive continuous improvement and align our marketing efforts with broader business objectives.
What will be the next evolution in marketing technology that we can expect in the coming years?
I believe we will see the rise of autonomous AI-driven systems, with AI agents playing an important role. We already see that AI is transforming the marketing industry in terms of how we create content, analyse data, and optimise campaigns. However, I believe AI agents will take marketers to the next level.
What do I mean by AI agents? In short, they are software entities that act on a user’s or system’s behalf to perform tasks autonomously and will eventually become integral to marketing strategies. They will be able to manage tasks such as personalised customer interactions and dynamic content creation.
In my role, how could I use it? Well, imagine an AI agent designed to manage customer engagement on my company’s website. This agent could monitor each visitor’s behaviour in real time, learning from their interactions, past visits, and preferences. In turn, the agent can autonomously serve personalised content or even adjust the website’s layout to optimise their experience. How neat would that be?
What are the key challenges when implementing new technologies or platforms for the first time in your company, and do you have any suggestions for making the process smoother?
Drawing from my personal experience, one of the critical challenges when it comes to implementing new technologies or platforms is ensuring that everyone involved understands the “why” behind the adoption. It’s one thing to show the team or department how to use the tool, but another to explain its purpose. Without a clear understanding of the reason and goals behind the new technology, it can be challenging to achieve the necessary buy-in from stakeholders, which in turn can lead to poor adoption and, ultimately, underutilisation of the tool.
For example, if I were to introduce an AI-powered marketing platform, it would be necessary for everyone involved to understand why it is being implemented. Is it to reduce costs? To provide better insights? It is necessary to have clarity of these objectives – the “why.”
To address this, I would say it is important to have a strong communication strategy. Begin by clearly articulating the strategic goals that the new technology is meant to support. Next, involve the key stakeholders early in the process – this is key! I should also point out that once a tool or platform is implemented, you must ensure continuous training – it is not a one-and-done approach.
What is the most effective use of technology you’ve seen in navigating today’s rapidly changing and diverse world?
As a marketer, it can be overwhelming to stay on top of the behavioural preferences of our target audience. That said, I believe that data analytics is the most effective use of technology. In marketing, data analytics (thanks to AI and ML) has gotten to a point where companies are equipped to process and interpret complex datasets from multiple sources in real-time. As a result, they can make informed decisions quickly and stay ahead of the curve.
One of the most impactful applications of advanced data analytics, in my opinion, is personalised marketing. By deeply understanding individual customer preferences and behaviours through data, we can create highly targeted and relevant experiences.
With the advancement of AR & VR, how do you see these being utilised in Digital Storytelling?
I believe that AR and VR can really enhance the way brands tell their stories by making experiences more immersive and interactive. For example, a brand can use AR to show the history of a particular product in a store, making the narrative engaging and personal. With VR, it fully immerses users in new worlds, creating powerful emotional connections. I’ve been to places that have used VR, and it’s like being placed directly in a story, which makes the experience impactful and personal.
What’s the best advice someone has ever given you?
The best advice given to me is to ‘never stop learning’ and to be curious. This mindset helps me to seek out new information and knowledge continuously, and it’s also about embracing change.
Any fun facts about yourself that you want to share?
I love to travel, and I have lived in three different countries so far!
A big thank you to Joya Scarlata, Director of Marketing at InterraIT, as she shares her insights on Marketing, Emerging Technologies, and AI-driven Strategies. If you want to connect with Joya, feel free to reach out via LinkedIn!
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Last updated: August 2024
