Unified Martech Ecosystem for NEOM
Brief debrief
For NEOM, a groundbreaking smart city project, Media.Monks undertook an ambitious challenge: designing a comprehensive marketing technology (martech) ecosystem. In 2023 our goal was to develop a unified digital hub that seamlessly integrated B2B and B2C sections, mobile applications, and physical digital touchpoints. This future-thinking project was all about setting up the foundation for NEOM’s rapidly expanding marketing needs, ensuring that their central marketing team could effectively utilize a wide range of channels.
Client
NEOM
Credits
Media.Monks
Role
As the Strategy Director, I spearheaded the planning and design of this martech ecosystem.
Challenge & Approach
The main challenge was developing a flexible yet robust digital infrastructure capable of supporting NEOM’s dynamic and diverse needs. We envisioned a system that not only addressed current requirements but was also scalable for future expansions. Our approach centered around extensive collaboration. Working closely with NEOM’s marketing team, we mapped out potential user personas and their unique needs. This collaborative process was key in designing a user-centric ecosystem, ensuring that each component – from mobile apps to B2B platforms – would be thoughtfully integrated.
Solution & Impact
Our solution was a multi-faceted digital ecosystem. At its core was the centralized digital hub, a portal tailored for both B2B and B2C audiences. We conceptualized specific sub-portals for various user personas, each with customized functionalities. The integration of physical digital touchpoints like kiosks and smart signage bridged the gap between the digital and physical realms of NEOM. We also laid the groundwork for a modular, extendable design system and content creation workflows that would empower NEOM’s vast regions, sectors and teams to use the centralized marketing solutions.
The impact of this project was significant. Although not fully realized during my tenure, the foundational work we did at Media.Monks set the stage for NEOM to implement a state-of-the-art martech stack. This strategic foresight ensured that as NEOM grows, its marketing efforts can scale effectively, maintaining a seamless user experience across all channels.
