AndMine is a seasoned MarTech Strategy Agency. For the past 20 years, we live by and for our clients’ success. This drives the critical thinking behind our MarTech strategies.


MarTech strategies are the bridge between #Marketing and #Technology, and most are doing it wrong. It has become the biggest problem that hinders project success and the pain point of ongoing resource overspend.

MarTech Marketing and Technology Strategy

Everyone should now be in the sweet spot for Marketing and Technology. But as for Digital…let’s be honest, it has become an inefficient giant due to noise and over-promises. If it wasn’t;

  • We wouldn’t still be checking emails at 9pm,
  • Technology projects wouldn’t run past their deadlines,
  • Data-centric marketing campaigns would always be successful
  • Platform comparisons wouldn’t be so complex
  • …and the list goes on

Decisions are too often made base on the surface of functionality or biased ideas (presented by agencies and platforms that are marketing to you). It doesn’t need to be like this. Digital is designed to be predictable, to make realistic decisions that cuts through the noise. In order to get it right;


With technology, the devil is in the details, and spending time on strategy that goes well beyond the surface is the only way forward. The pretty slide decks, testimonials, amazing client lists, and functionality tick-boxes are all designed to sweep you in. For those who have already shelled out big bucks either for installing a small platform or an enterprise technology solution, you must avoid further pitfalls.

More often than not, there is a lack of clarity about what certain technology pathways mean for organisations. There are many models that offer confidence, but most tech partnerships and products miss the mark on either marketing, customers,  resourcing, maintenance costs, or all of the above.

A stitch in time saves nine. At Andmine, we build ground up solutions that work from the get-go. While we do partner with platforms, we are honest about their capabilities so that you know what tech benefits you will or will not be getting. If it’s not working efficiently, with minimal resourcing, we’ll help you converge away from ongoing costs. We also look at an end-to-end digital strategy, including marketing (of course), which most would miss but adds the easiest wins in digital.


Has 2 key components. The first is to be creative enough to cut through the digital noise in the most cost-effective way. This is the buzzword ‘engagement’ that everyone talks about. The second is to understand every aspect of every platform, and knowing how to squeeze every percent out of them. This is the nerdy side of marketing, to challenge the platforms from targeting to SEO, all based on data.

A good campaign one that is “Mad-men” style– using simple emotional hooks. It doesn’t matter if we are selling B2C, B2B or government PSA– too many people try to sell without really understanding what their audience wants to hear. Plus the sensitivity of each platform means the way you handle SEO is different from handling Social Media Marketing.

Now, add in qualification, good visitors, leads and calls, and you start to see how the reality kicks in. All we care about is that sweet spot in the middle, and how to build in smart growth cross over – it is why we’ve achieved a 10-100x return for clients on past results (if you could call them that).

Doing it Right

So where is the sweet spot for a solid MarTech Strategy? Average marketing, a.k.a looking ‘ad brand’ simply isn’t good enough. ‘Scratching the service’ on technology will only drive your project off a cliff. You can spend plenty of money and you’ll never really move the needle.

Doing MarTech right means getting to the right level of detail, and to borrow from our Technology and Marketing bridge. You would think that it’s not possible for you, as outsider in a project, to truly understand everything. How do we solve this? It comes down to our experience and you not being sold. Go in with the intention not to buy, only to be convinced. Our MarTech IP delivers well above the marketing and technology curve. Every aspect of the service we provide is driven by optimisation. It should be clear from the strategy and advice on every call, in every discussion, across every service.

AndMine have helped businesses with martech strategy from Furniture to FMCG, Salmon to Swiss Watches. Our in-house team deliver marketing and technology expertise through all of our Digital Agency Services. Challenge us, the answer is YES – If it is digital, we do it. Go on, test us

Sign Up
for Digital Advice and Event Invitations

We don't use a sales team, we rely on our 20+ years at the forefront of digital, and we love to share our knowledge.

To find out about our services, click and item above. For advice, tips, tricks and case studies check out our advice blog. We've been bridging technology and marketing for over 20 years, and confidently share commercial advice before we quote. If it's digital we do it. Go on, Test us;

Trusted by

CB Richard Ellis
Passage Foods
Arthur Galan
Buy Aussie Now
Acquia Certified Site Builder Drupal
Federation University Australia
Bulk Nutrients
Fairfax Media
SMH – The Sydney Morning Herald
SunSense Digital Agency
Plan It Sync It
Mecca Brands
Unsw Australia
White Suede
POSTER Magazine
ADP Payroll
Australian Physiotherapy Association
Castran Gilbert
Dinosaur Designs
Microsoft Certified Azure Fundamentals
Etihad Stadium
Celebrate Health
Macmillan Publishing
Natralus Australia
Atlantic Group of Companies
Viktoria & Woods
Australian Anthill
SwinBurne University of Technology
Florsheim Shoes
Fresh Cheese Company
Melbourne Central
Oakdale Meat Co
Melbourne Heart
Street Kitchen
National Museum of Australia
Engineers Without Borders
Cronos Australia
Heat Holders
Switzer Media+Publishing
CAN- Common Wealth Bank
The Canberra Times
OMS – Order Management System
Victorian Government
Wild Rhino Shoes
Cell Therapies
The University Of Melbourne
Toy World
Sunday Creek
Grays Ecommerce
DUSA, Deakin University Student Association
Moov Head Lice
Australian Government
Grow Your Business
Marshall White
Parker Lane
Brisbane Times
Mamma Lucia
Melrose MCT
High Street Armadale
Peter Mac
Australian Organic Food CO
Instant RockStar
Maximising First Impressions With Design – Oakdale Meat
Magento Solution Specialist
CSquared Executive
Melrose Health
Aqium Gel
Ego Pharmaceuticals
Tek Ocean
Engine Swim
Arc One
Smart Company
McArthur Skincare
Green St Juice CO
Vendor Advocacy Australia
Catholic Insurance
Rock Pool Group
Tomorrow Stars Basketball
Sports Power
Think & Grow Rich Inc
Federation Square
RMIT University
Amino Active
The Burger Cheese
Adobe Professional
The Fortune Institute
Watches of Switzerland
Royal Freemasons
Bondi Sands
131 Pizza
James Buyer Advocates
Dial Before You Dig
GPT Group
NMI Insurance
Craft CMS
Focus On Furniture
The Age
QV Skincare
Associated Press
Madman Entertainment
LBG Australia and New Zealand
Loan Market
21st Century Australia Party
Bank of Cyprus
Positive Poster
Hairhouse Warehouse
ISO Certified
Carlton Football Club
Palace Cinemas
DeeWhy Market
Van Egmond Group
Matchbox Homewares
Melbourne Sports and Aquatic Centre – MSAC
One Shift
Ubertas Group
Bintani Australia
Passage To India
Boston Consulting Group
National Relay Services


Michael and his team have just launched our new website and the team at AndMine have been professional and a pleasure to deal with. From the very start, it was evident that Michael was able to deliver a first class website and gave great advice about social media and other tools we need to consider, given the nature of our business. After several design phases, we worked closely together and achieved a result that we are very happy with. I wouldn’t hesitate recommending AndMine for web and online marketing related services. Illona Vak, C Squared Executive

More Testimonials