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

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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;

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The &Mine team is great to work with and went beyond the brief to deliver a family violence website which was both engaging and easy to use. The team is collaborative, understand the constraints and sensitivities of a government environment and work alongside you to develop creative and practical solutions and ideas. Stakeholders have only had positive feedback about the website including with comments such as the best government website I have seen. Christine Panayotou, Director Communications, Family Safety Victoria

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