Marketing Technologies and Enterprises

Within the rapidly evolving and complex marketing technology landscape, planning and executing a future-ready marketing tech stack is often where businesses stall. All cloud providers claim they can solve the entire solution, but what about the integration of platforms that are required? What about gaining buy-in from IT and other internal counterparts?

To be able to move in an agile manner so you can proactively react to customer behaviors and needs, there’s a whole world of technology consideration required.

Your data is growing and it’s highly possible that your technology can’t keep up. As a marketer, you may be struggling with not being able to see all your data clearly, and therefore you have difficulty linking your events to customers.

IT often owns the technology roadmap and may not understand your business needs. And, you may not know how to connect those needs to the solutions available in the market.

Does your marketing technology support your future business goals? Ask the following five questions to yourself and decide.

1. How does your organization resolve identities across terrestrial (e.g.. PII) and digital identifiers?
2. How do you make dynamic decisions for the next-best actions within your consumer experiences?
3. Does your marketing technology enable real-time data sharing for both offline and online channels?
4. Do you use cloud solutions in your marketing technology stack?
5. Are your marketing experiences created by a true omni-channel model?

NOTE: The postings on this site are based on my research and expertise, and don’t necessarily represent my current or previous employer’s positions, strategies or opinions.