The Biggest Challenge MarTech Presents To Business
What is marketing technology (martech)?
Its Data | Content and Experience | Commerce and Sales | Advertising and Promotion, the blending of Marketing technology. MarTech, is software that facilitates and executes marketing activities.
Marketers use it to work more efficiently, communicate more effectively, and measure their efforts. The collection of the tools used by a team or department is called a martech stack. The tools in one's martech stack are often integrated, or used together, to enhance and optimize the content and creative workflow.
MarTech can be a point of frustration for many business. It has become absolutely essential that businesses today take advantage of available technologies if they want to effectively reach and grow their audiences
MarTech success is largely tied to the tech itself. If you’re unable to quickly move between platforms or bring on new services seamlessly, as needed, then you risk being left behind.
Avoid The Pit Fit Falls of MarTech
- Leading with technology before strategy.
- Non-existent or deficient business case.
- Lack of experienced marketing leadership to drive the project.
- Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit.
- Wrong tool selection.
- Insufficient marketing organizational readiness to successfully adopt and utilize the technology.
- No infrastructure to support the technology investment (data models and systems administration, most notably)
- Poor integration planning (i.e. tools are siloed)
When Marketing Technology questions arise,
consult with your local expert Bob Musilek
