You’re probably well aware that the Marketing Technology landscape has rapidly grown at an unprecedented rate in recent years. With currently over 5000 MarTech vendors to choose from, the solutions are wide ranging from advertising, content, data, social, management, and mobile just to name a few. Despite the growth from 150 vendors in 2011 to 5000 this year, 2017 is proving that marketers need solutions that allow them to excite prospects, differentiate their brand in the crowded marketplace, delight end-users and scale up easily. Here are the key things to consider when looking to purchase your next MarTech solution.
Adapt to a true omnichannel customer experience strategy
Back in the day, a marketer only had to worry about one channel at a time. “How is my website doing? What did that ad campaign bring in? Did the in-store promotion perform as expected?” Then came multi-channel – the realization that we needed to sync our channels for optimum results. We were coordinating ad campaigns with our website content, maybe even have an email promotion thrown in. That was impactful since the audience was growing and adopting more information/ads/content.
Now we’re in the age of omnichannel. The concept that each channel should not just be coordinated for execution, but leveraged from one another to make each touch point more relevant. “Oh you just visited our website prior to visiting a store? I happen to have that product you were looking at in stock – and you should consider these complimentary items.”
The result of this evolution is that current technologies are cobbled together in a hodgepodge way while hoping for the best in providing good customer experiences. Solutions purchased 10 or even 5 years ago just weren’t built with an omnichannel approach in mind. So as you evaluate new solutions to add to your marketing mix, ensure you are considering capabilities to support, simplify, and streamline your omnichannel strategy.
Collect and connect your data
It’s not that marketers are short on data. It’s more often that it’s not the right data. Resources available to marketing teams today enable a plethora of data is captured. But often we find ourselves in analysis paralysis looking at data points that are not relevant to our business objectives.
Furthermore, our data has become increasingly segregated or siloed. With each new tool or system we implement, there is another data source to consider and manage. We find ourselves needing to look in many systems and tools to consolidate data rather than analyze it as a whole to make wise decisions. It’s become incredibly inefficient and prone to error when data is siloed. As you consider new tools and platforms to solve your current challenges, be sure to discuss integrations with your current marketing stack and other systems with customer data. The key is to create a single view of the customer – not a different view for each channel in which they engage with you.
Realize mobile is the key
Today’s consumers have rapidly evolved into experts at consuming digital content. We are constantly on our mobile devices and connected with each other, our work, and our favorite brands. We welcome the opportunity to have a dialog with companies so they can hear our feedback and change for the better by giving us improved products and services. It is an amazing time to have the opportunity to market to consumers through mobile.
Thus, the key in truly knowing your customer lies in their mobile devices. Our phones are intimate to us – we take them everywhere, often where we shouldn’t! They are telling about our true behaviors and preferences. And when used wisely, innovative marketers are using mobile data to complete the picture of our ever-evolving habits.
To find out more about relevant marketing technologies used today, we encourage you to download our guide about proximity marketing. Proximity marketing is an integral location technology that complements your marketing technology platform.DOWNLOAD GUIDE