Internet Marketing

3 Marketing Tech Trends Every Executive Should Consider

Marketing technology doesn’t stand still, and neither should smart marketing leaders. Kevin Souers, CPO at Aprimo discusses 3 tech trends that brands should focus on

Marketing technology never stands still. As marketing channels continue to explode and technology advances at breakneck speed, marketing leaders can struggle to keep pace.

According to chiefmartec.com, there are over 3,800 marketing technology solutions that existed in 2016 – up from 1,800 vendors in 2015 and nearly 950 vendors in 2014. It’s evident that no single solution is able to adequately address every marketing technology requirement. It’s critical, then, to determine where your marketing deficits exist, to assess your most pressing needs, and to evaluate what’s available and implement it accordingly.

But with so many new solutions emerging every year, the landscape can be overwhelming. We suggest you identify and concentrate on the most common technology trends.

For 2017, they are:

  1. Bridging On-Premise Data to the Cloud
  2. Ensuring Marketing Integrations Are As Flexible as Marketing
  3. Telling the Whole Story with Deep Analytics

Bridging On-Premise Data to the Cloud

It’s not practical for large enterprises with significant databases and millions of customer data points to sync all their marketing data across a vast number of MarTech vendors. Within this scenario, marketers have to either very narrowly define what data is integrated – potentially leaving a great deal of targeting data behind, or they must rely on IT or a technical team to perform data pulls and uploads – an approach that is both inefficient and prone to errors. Additionally, the process of uploading proprietary scores and data, customer transaction details, and/or personal health information is extremely risky, especially in regulated industries like financial services and healthcare.

The answer to this enterprise-sized data conundrum? A marketing operations solution that queries in-house marketing data – wherever it sits – and provides integrations that easily and seamlessly connect to the marketing cloud.

Ensuring Marketing Integrations Are As Flexible as Marketing

The most effective marketing operations solutions offer marketer-friendly views into an organization’s enterprise data; include multiple data connections; and provide easy-to-use query and data capabilities, offer management and assignment, event triggers, and MarTech integrations.

For example, consider a large telecommunications company that uses marketing operations automation to query all their detailed private network transaction data. These queries target customer lists to a couple of external MarTech vendors to deliver messages for renewals, upgrades, new offers, and incident-based courtesy calls. Often the criteria for these campaigns change, or a new campaign is added. If each of these changes resulted in a new integration project or a manual data pull, IT would be unable to keep pace, and marketing would end up frustrated and constrained by their lack of data access.

When choosing a marketing operations solution, it’s imperative to select one that embraces open, well-documented, and flexible APIs to ensure a tight integration with an organization’s specific business needs. The best solutions offer repeatable connectors so organizations can get connected quickly and easily.

Successful marketing requires that content, budgets, and data can be shared across the MarTech ecosystem. If a solution has best-in-breed functionality, but can’t plug into a proprietary ecosystem, its value is significantly diminished. And on the flip side, once a solution is chosen, it’s important for marketers to recognize, learn, and take full advantage of all the best-in-class features.

Telling the Whole Story with Deep Analytics

Finding solutions that offer robust and flexible analytics options is another top priority for marketing leaders.

The data and metrics that are generated from each solution are only a chapter of the overall story. The chosen solutions will give insights into individual domains, but it’s critical that each solution is able to link that data with the rest of the MarTech ecosystem. These solutions should also work with existing business intelligence tools, such as Tableau and Power BI.

In short, ensure that every solution an organization adopts can feed the marketing enterprise data warehouse to perform analysis across the entire marketing ecosystem.

The result? A fully integrated, flexible enterprise solution that tells the full data story and enables marketing leaders to run successful, personalized campaigns… and prove the ROI of their marketing efforts.

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