Good morning, Marketers, and we knew this supply chain problem was coming
Writing a story that confirms shoppers are right to worry about being able to get gifts delivered on time this holiday season — or at all — reminded me that we’d visited this topic last year with logistics and supply chain expert Erik Mumford. His words still resonate.
“You need to have transparency, and a handle on everything from start to finish, not just on your digital touchpoints,” he said. “People want to know where their product is, when it’s going to land, where it’s sourced from, all of these things – and these things are coming more to the forefront.”
Mumford pivoted a few months earlier from working to rationalize and localize elements of the supply chain to supporting the supply of items essential during the pandemic, like PPE. This comment is even more true today than a year ago: “One thing people don’t really talk about or understand is that logistics is a huge part of the customer experience, which is a huge part of today’s marketing.”
What we’re reading. “Pain is a catalyst to change,” writes Mirko Holzer, CEO of Brandmaker, in this LinkedIn essay which takes a deep dive into the specific pain points currently suffered by marketing operations professionals. “The implementation of marketing is the great equalizer … not strategy. The strategy may be brilliant, but the only thing that counts is the execution. No execution, no rising tide. We can give ops lots better tools to do this essential job.”
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.