Marketing technology (MarTech) tools broadly refer to all digital tools that can assist marketing strategy and execution. As MarTech flourishes and blooms. More and more companies do not choose to develop MarTech tools on their own. But directly purchase and import software from MarTech development companies to optimize the marketing effectiveness of their own brands.
Most MarTech tools are “point solutions” that solve specific problems in marketing. However, most companies want to solve more bulk sms master than just one marketing problem. Instead, they need to use multiple tools at the same time to comprehensively improve the efficiency and effectiveness of marketing through digital means.
In practice, many companies will start looking for solutions from the most urgent pain points. First purchase one MarTech tool to test the effect. And then gradually introduce more other tools. This phenomenon of stacking different tools to create a “marketing technology portfolio” is called MarTech Stack.
This article is to discuss common mistakes in the process of stacking MarTech. And what concepts and strategies should be adopted to create a better and less burdensome MarTech Stack.
The more MarTech tools the better? 3 Signs Reflecting “Buying Too Much” and “Not Buying Right”
Although there are many affordable and advanced MarTech tools on the market, it does not mean that “the more tools, the better”. Here are 3 signs your company may need to revisit the MarTech Stack:
Problem 1: Purchasing decisions are based on “partial functions” rather than “overall strategy”
Every marketing tool has powerful features it’s designed to address, and the advent of these tools is always exciting. MarTech expert Darrell Alfonso calls this phenomenon “novelty syndrome” among marketers. He also pointed out that this symptom of being unable to withstand the temptation of new technological tools is very common but also brings risks.
The key ga4 data is delayed? is there a gap? 3 major reasons and solutions is that most marketing tools will be more or less “helpful” to our marketing tasks because they have their own specific marketing problems to solve. However, it should be noted that “helpful” does not mean “worth buying”.
In practice, among the many marketing goals, we can only focus on a few of the most important goals first and lay a good foundation for marketing step by step. We should also formulate the core marketing strategy first, and then conduct research on tools/functions that can help achieve the core goals. Purchasing a new tool should not be just yeezy 350 boost v2s because the new function is “easy to use and interesting” in a local area, but should be able to answer the question of how this tool helps achieve theoverall core marketing goals.
*In addition to product-level considerations, there are also other non-product considerations. Welcome to further read: [Crescendo Talking about Technology] How to choose MarTech? Apart from the product itself, there are 4 important factors that are easily overlooked!