Welcome to Making Sense of Martech, an irregular set of interviews with some of the most interesting people in marketing technology.
Making Sense of Martech (MSoM) is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech helps to add additional context into what's featured every week by interviewing the people behind the research, ideas and important work.
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In this episode of MSoM I had an indepth conversation with Aarron Spinley on one of his recent articles discussing how the digital industry defines the concept of "experience" which was in the top three clicked of TMW #026.
Aarron is a leading growth futurist, doing important work in experience anthropology, customer experience and economics. Aarron has worked at SAP, and most recently works as the SVP of Thunderhead APAC, a cloud based customer engagement platform which was named as a leader in journey orchestration platforms by Forrester in 2020. Aarron lives and breathes understanding the experiences of customers and is currently working on a series called “I beg to differ” a series of articles for marketers, leaders and thinkers.
We talk about how ill defined concepts like customer experience can be a shortcut for confusing an entire industry, the way other industries approach standardising the definitions of important concepts, how the word "experience" has become so central to how marketers and digital professionals explain their work, the difference between the service and experience layers in digital strategy, the importance of our emotional state and experiences with a brand and transitioning some of the language in the industry from experience to engagement.
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