Innovations are all around us, especially in technology. Some are easy to use and integrate with our every day, and some are a bit more difficult. Rest assured, the MarTech tools available to marketers today, can efficiently be used to enhance existing marketing campaigns.
Marketing automation can help gain communication avenues that weren’t available in our manual processing days. Old school is old. It’s time for those mundane manual tasks to give way to newer processes that make our business more efficient over the long run.
Scott Brinker, author of “Hacking Marketing,” outlines six marketing points I use as an overview for MarTech strategies:
Marketing Experiences: This refers to technologies that directly affect customer touchpoints across the marketing lifecycle, including advertising, email, social media, SEO, content marketing, A/B testing, marketing apps, and other related tools.
Marketing Operations: Operations cover the tools and data for managing the “back-office” of marketing. This includes your data analytics, MRM, DAM, and agile marketing management technologies.
Marketing Middleware: Marketing middleware helps integrate marketing platforms and systems with each other. This may include data management platform, data protection, API services, cloud connectors, tag management, and the like.
Marketing Backbone Platforms: Review each of your backbone platforms separately, as each may be for a different purpose. Examples of these are tools for customer relationship management (CRM), content management systems (CMS), automation, and e-commerce tools.
Infrastructure Services: Your marketing infrastructure includes cloud computing, big data management, databases, and software development tools.
Internet Services: This doesn’t just refer to your internet provider (but you need to check that, too). Make sure the internet platforms you’re using such as Facebook, Google, Twitter, LinkedIn, or any other services that underlie the marketing environment are integrated seamlessly.