The marketing technology stack is more advanced than ever before. Although to understand just how far the field has come, we need to take a trip back to the 1980’s.
It was at this point in time that computers became sophisticated enough to store huge volumes of customer information on digital databases. Buyer-seller relationships were transformed, and brands were handed the seemingly god-like omnipotence to be able to track customers like never before.
The 90’s saw the foundations of CRM platforms laid. Previously static databases, evolved into constantly changing entities. This, as expected, threw up new challenges.
The intelligent tools marketers use today to make sense of consumer behavior was more or less non-existent then, leaving marketers data rich but information poor.
Echoing, to some degree, a phenomenon that has come to fore in recent years: the data utilization gap.
This gap is defined as the challenge of moving from data to insight effectively.
Then, the 2000’s came around. As the dotcom bubble burst, many CRM companies were forced to rethink their business models. This coincided with a change in digital behavior that shifted the power dynamic between buyer and seller dramatically, seeing consumers making up their own minds about the products they were choosing through a number of different channels.
To target this, the first truly digital marketing tools were made available. Rooted in automation, marketers were handed the ability to take control of their campaigns. That was until social media emerged. And with it came a plethora of tools to track, well, just about everything.
Now, it is one thing having the technology to play with, of which there is certainly no shortage. It is another entirely to be able to ensure that the “marketing technology stack” used by today’s modern marketers, as explained by Paul D’Arcy, SVP marketing of jobsite Indeed, is providing as much value as possible.
D’Arcy explains that marketers should be asking themselves the following question:
“How do we simplify and bring information together in a way that is really powerful for the experience we are trying to create?”
He explains that, when it comes to the marketing technology stack, departments need to be, “responsive, flexible and quick”.
For more information on how best to manage your marketing technology stack, watch the clip from the Paul D’Arcy interview above.