When he finally helped me find it, he then asked me to take a bolt out with it. I remember the first time my dad asked me to go get him a 3/4 socket wrench out of the drawer while he was working on his 1972 GMC truck. Once you have a strong foundation and understand how you want to engage your consumers, you can start thinking about what tools you need and how they work. Having a foundation and an understanding of how your organization wants to go-to-market is critical before buying different marketing technologies to plug into your MarTech Stack. What does the customer experience look like?.What are my KPIs and how do I measure them?. When asking these key questions, more questions tend to arise. What tactics, or approach, are we using?.Are you trying to get someone to buy something?.Are you trying to get someone to sign up for something?.Understanding Marketing Strategies, Tactics, and TechniquesĪ marketing strategy, in its simplest form, can be broken down into three questions. When done correctly, that one tool at its full potential could help your company have a more impactful engagement with your consumers rather than miss the mark because you designed an intertwined marketing stack based on budget versus strategy. We try to bucket everyone into a singular category with the same marketing approach, disregarding customers’ engagement preferences. Why? Because many organizations don’t put together a strategy that takes a more omnichannel / preferred channel approach. The Omnichannel Marketing Automation system that costs $120K a year is quickly replaced with 3 different tools that now costs $90K a year however, the new solution has decreased efficiency and integrates poorly together. What’s worse is when budgets are being reassessed, the MarTech Stack gets cut deeply. We have found that 54% of companies don’t use their MarTech Stack to its full potential. With so many options out there where do we even start to build a successful Marketing Technology (MarTech) Strategy? Once we do figure out what the perfect MarTech Stack for our organization looks like, how do we use it? My mantra with our clients is, “technology is only the tool in which you use to engage your consumers without a solid strategy it might as well be a hammer sitting on the table in front of you.” According to ’s MarTech 5000, there are over eight thousand technologies in the marketing space today.
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