Welcome to the new age of marketing and advertising tech— the era of dispersed platforms, microservices, and modularization.
The number of available solutions has exploded rapidly over the past several years, and advertising channels have been multiplying faster compared to marketers can keep up. Last year by itself, the number of marketing-tech offerings— everything from helpful solutions to individual best-of-breed platforms— increased 40% .
The number of products out there indicates that most of them aren’t rooms incorporating multiple solutions but , instead, point solutions designed to fill person needs.
As businesses grow and evolve, their requirements also evolve. As a result, marketers are actually relying less on bundled business suites and more on homegrown piles composed of best-of-breed solutions.
But it’s not always clear exactly what is to be done. Marketers need a method to weave all of their solutions together plus make the most of their tools without a lot of work on the back end. And it’s really no surprise that best-of-breed solutions are usually superior only when they can work in lockstep as if they were an all-in-one alternative.
That brings us to one of marketers’ biggest challenges: choosing the right solutions.
For marketers faced with the particular daunting prospect of building out their very own flexible marketing stack, there are guidelines they can take to make the process a lot less of a headache.
When choosing solutions, don’t overlook integrations
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Jason VandeBoom is the founder plus CEO of ActiveCampaign , a built-in marketing automation platform that helps developing businesses find the perfect blend of software and human touch.
LinkedIn: Jason VandeBoom
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