Businesses of all sizes are investing in marketing technology (martech) to gain a competitive edge. However, as Gartner’s recent survey reveals, many are only using one-third of their martech capabilities. To get the most out of these investments, marketers need to move beyond generative AI and start using AI to gain deeper insights into their customers. Here are four tips to get more value from your martech investments:
Tip 1: Avoid shiny object syndrome. Marketers have long been enamored with technology and the promise of what it can deliver. However, it is worth noting that the number one tool being replaced by organizations is marketing automation. There is no doubt that it has been used effectively, but the lure of the latest shiny tool can lead to a lack of utilization and an eventual lack of value.
Tip 2: Put your strategy first. Technology is not a strategy and, on its own, will do nothing to get you closer to engaging your customer at every stage of their lifecycle. This is why it is imperative to define your strategy first and then determine the technology you will need to enable your strategy. Understanding who your customers are, what is meaningful to them, and what they need at every stage of their lifecycle is a good place to start.
Tip 3: Evaluate and optimize your technology. It is not enough to simply implement technology; marketers need to continually evaluate and optimize their technology to get the most value. This should be one of the roles filled by marketing operations, and if you do not have this role in your organization, consider finding an outsourced partner who can help you.
Tip 4: Invest in training. For all of the money poured into marketing technology, it is a good idea to ensure that those using it are getting the training they need to get the most from it. Invest in training those who will administer the tools so they are equipped and enabled to get the most from it.
Investments in marketing technology, including AI, are not going away. To maximise the return on investment (ROI) in martech, marketers need to understand how to use technology most effectively to enable a growth strategy and be a revenue driver for their organizations. By following the tips outlined above, marketers can get more
Originally reported by Martech: https://martech.org/4-ways-to-get-more-value-from-your-martech-investments/
This article was written automatically by artificial intelligence. Please make us aware if you have any concerns about this automatically generated content.