5 Considerations for Maximizing the Results from the Marketing Technology Campaigns

Marketing is an ever-evolving domain, and marketers always have to be on top of their form to compete in today’s business scenario. While marketing leaders continuously try to push the limits¸ minor drawbacks prevent them from realizing the true potential of their campaigns. Here are five considerations that every marketer needs to keep in mind in order to maximize the results of their strategies.

1. Unified Profile

The increasing demand of consumers for a unified experience has necessitated the implementation of profile sharing for marketers. Today, consumers engage and interact through various channels while using different platforms. As a result, marketers need to ensure that conversations extend across various media. In other words, they need to make use of systems and platforms that can update and, more importantly, share consumer profiles so that they can be targeted irrespective of the platform or channel they use. In order to achieve that, marketers will have to collaborate with more vendors and deepen partner integrations lest every vendor claims ownership of the consumer profiles that it has on its servers.

2. Mobile Metrics

According to a survey, while nearly all companies have implemented mobile web metrics to measure ROI, only 43% use mobile app analytics. It is mainly because implementing mobile app analytics is much more difficult than implementing mobile web analytics. However, new enterprise tag management solutions are making the process increasingly simpler. Marketers need to adopt these tools in order to keep a tap on mobile app ROI, which is the key to getting complete picture of marketing performance.

3. Legacy Enterprise Web Analytics

Web analytics has always been an integral component of the marketing stack. However, as the data landscape becomes increasingly dynamic, enterprise analytics cannot remain confined to the Web. Prominent companies have already recognized the need for transforming traditional practices in web analytics, and more companies are expected to follow suit. Marketers need to expand the scope of analytics through integrations and additional capabilities, and even replacement of legacy systems with in-house functions for more powerful utilization of data.

4. MarTech ROI

Spending on marketing technology is estimated to cross $30 billion mark in the next few years, which means technology will continue to attract marketers’ attentions. However, on the contrary, a survey by the CMO Council in 2014 revealed that more than half of the marketing industry claims their marketing stack does not produce positive ROI. Therefore, businesses should intensify their focus on eliminating redundancies in their MarTech portfolio. Besides, deeper integration between systems is also an effective way to cut costs and therefore increase ROI. However, until that is achieved at an enterprise-wide scale, marketers will continue to have a hard time justifying their technology spend.

5. Data Policy Compliance

The major differences in the data policy of different countries have to be considered at length in order to gain optimum benefits of marketing practices. For instance data policies in the EU, a thriving market that businesses cannot afford to ignore, are considerably different from that of the US. Therefore, companies that have business spread across nations need to re-strategize their policies in order comply completely with the local regulations.