Hosted by Innovation in Business, a division of United Kingdom-based B2B publishing house AI Global, the awards recognise the meeting of marketing and technology excellence, as well as honours individuals, companies and solutions for reshaping marketing strategies through innovation and technology.

"It is a privilege to be recognised internationally for our hard work. With so many new players in the industry, winning this award enables us to demonstrate to current and prospective clients our ability to offer tangible value in this exciting and evolving space," says Riaan Pretorius, owner of People of Kolor. 

Marketing technology, known as martech, refers to a variety of technologies and tools such as automation, AI and analytics that businesses can use to streamline their marketing efforts, says the agency. It's become an increasingly effective growth tool, as businesses seek to engage with the consumer to create more personalised offerings. Having reached USD$413.6-billion in 2023, the martech market is expected to continue to grow at haste.

The client-focussed category of the Martech Awards highlights an agency that has excelled in assisting brands with client-centric marketing technology, which is putting the customer at the heart of martech efforts.

"The needs of consumers have changed significantly post-Covid, and marketing tech that can tap into these evolving expectations is what will keep the consumer coming back. An example of this is martech which gets personalisation right in an authentic and non-invasive way. Sometimes easier said than done," says Pretorius.

Founded in 2021, People of Kolor has quickly earned a reputation as a leader in the creative field, according to the agency. The Cape Town-based company works with local and international brands to develop and implement 360 marketing and advertising strategies, with a specialised focus on lead generation.

Working across some of South Africa's household names PoK credits its success to its commitment to executing martech tactics that translate into excellent customer experience for its clients' end-users, the agency says.

Pretorius says that with the vast amount of customer data that marketing technology makes available today, brands are in a prime position to optimise their performance in their respective markets.

"Being able to make data-driven decisions is the secret weapon of marketing tech and one we use to our benefit. Brands that can dig into the data with smart analytics are better able to understand their customers' behaviour. This way they can offer the kinds of personalised experiences that are 100% centered around both current and prospective customers' needs. It's this approach that I believe we've harnessed in a way that can repeatedly deliver on our client's business outcomes," Pretorius adds.

According to the awards, to determine the winners of 2024's awards, Innovation in Business's judging panel and research team considered the commitment, expertise and innovation shown by nominees through nomination information, votes and supporting evidence, along with the results from their own comprehensive fact-checking and research process. 

"Not too shabby for a shy boy from Pretoria who one day decided to take a chance on himself," concludes Pretorius.

Individuals are encouraged to click here to view the full list of winners. 

For more information, visit www.peopleofkolor.com.

*Image courtesy of contributor