Data

MarTech Evaluation & Implementation

Use cases, advantages and plan for success

Modern marketing is empowered by technology. This is largely due to customer demand for personalisation, which rose along with an increase of online buying journeys. Along every step of marketing strategies that assist in achieving marketing objectives, from planning, creating, executing, and automating, modern marketing tools (MarTech) play a crucial role. 

What marketers need

Digital marketing enables businesses to cost-effectively reach their audiences. Often it is described as an uphill battle that comes with its own challenges. MarTech allows for testable, trackable, measurable, and changeable campaigns, ensuring success through different digital elements. From promotions to content and the entire customer journey along the marketing funnel, MarTech provides marketers with insights and enables them to analyse and make data-driven decisions that increase marketing campaign performance and personalise customer experience.

Use Cases of MarTech

MarTech tools include, but are not limited to:

  • Advertising, like Google Ads; Social Media
  • Content Management Software (CMS)
  • Conversion Rate Optimization (CRO)
  • Data enrichment
  • Customer engagement and lead generation
  • Marketing automation
  • Customer experience automation
  • Email marketing
  • Sales engagement
  • Business intelligence
  • Analytics
  • Etc. etc. 

The advantages of MarTech

The advantages of MarTech are clear, increased marketing efficiency through automation and streamlining, multichannel prospect behaviour view, improved lead generation, enhanced alignment between marketing and sales and most importantly increased conversions and a better ROI.

But choose wisely,

An increasing number of businesses are moving forward by investing in building their MarTech stack, fostering their company’s growth. However, with an increasing number of MarTech tools on the market, which one is best? How does one manage integration of the different systems? Without a team with the appropriate experience and know-how, implementing MarTech tools to increase conversion, streamline digital marketing, and improve the customer journey can be very difficult. Therefore here are a few essential steps.

Once the technology is introduced in marketing, there is no going back. Shifting from traditional to modern, data-driven methods, comes  with an increased tendency towards technological advancements. Hence choosing right in the beginning is crucial. 

A plan for success

It is important to start with a marketing strategy. From this strategy one can derive the most pressing goals, which will aid in the decision making. It is generally recommended to start with the essential and build up a MarTech stack over time. Once fully developed, this stack should be able to address every stage of the marketing funnel.

Outlook

You want to ensure that your platforms are helping, not hindering your efforts. Choose the MarTech that will give you the most bang for your buck given your digital maturity and in-house capabilities. Try to bridge the gap between your marketing and tech departments.

Technologies are continuously evolving and so is the MarTech landscape. Adjustments to customer buying behaviour and expectations, as well as to data privacy requirements will lead to new and improved tools that are definitely worth keeping an eye on.