Martech bloat occurs when companies accumulate too many marketing technologies without adequately assessing their needs. This results in increased complexity, cost overruns, data silos and inefficient usage patterns, ultimately making it hard to realize returns on investment. To maximize ROI, it’s essential for marketers to consider more than just the price when buying martech, understand all available features and carry out regular maintenance and support.
Integrating marketing technologies helps reduce martech bloat by streamlining the data flow between different systems for better coordination and efficiency. APIs, which have been around since the 1960s, make it easier to move data between systems, eliminating the need for manual input or multiple interfaces.
To ensure successful and efficient martech stack integration, five steps should be taken: identify data sources, assess existing system architecture and platforms, evaluate connectors and integration tools, test different solutions before going live and monitor performance and usage.
Whether to use an internal team or a marketing technology consultant depends on the size of the business and budget constraints. An internal team is beneficial as they are familiar with existing systems, while a consultant can provide access to more specialized knowledge.
By carefully planning and researching, carrying out regular maintenance, leveraging APIs and utilizing the right tools, companies can reduce complexity and create a unified martech ecosystem, resulting in greater efficiency and cost savings.
Originally reported by Martech: https://martech.org/5-steps-to-reducing-martech-bloat-through-api-integration/
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