Marketing online has become increasingly complicated, with more and more channels added to it over time. These days, it’s not enough to just write good content, but also keep in mind best practices in SEO, SEM, social media, video, webinars, email marketing, and much more.
MarTech, (short for Marketing Technology), or the suite of software and services that help you manage all of that, can equally get complicated. There’s no “one size fits all” approach to MarTech, which is why it can be a challenge to mix and match different software programs, systems, platforms, and integrations to create something that works for you.
But even just picking and choosing among different programs is a chore. As of 2020, there are 8,000 — yes, eight THOUSAND — different systems, having grown from a handful of just 150 back in 2011.
The end result is that you have a sort of “grab-bag” of marketing tools, some of which overlap in features, some of which you rarely use, some you love and use all the time, and so on. And as new marketing channels and outlets develop, your MarTech stack, or the collection of tools you use, also grows. And it’s not long before that stack ends up looking more like a pile of mismatched socks.
What’s more, trying to keep all of these marketing initiatives afloat with tools that don’t quite do the job or fall short of expectations is like trying to inflate a life preserver with a straw. Eventually, you’ll get there, but there are much easier ways to go about it! That’s where MarTech optimization can help.
Where MarTech Optimization Comes In
MarTech Optimization is essentially trimming down and optimizing your MarTech software and services so that you concentrate only on those that you actually use and those that deliver a true ROI for your efforts.
Proper MarTech optimization does what all of these software programs and services were designed to do in the first place — simplify and streamline your marketing efficiency! Right now, only 1 in 5 marketing professionals has a plan in place to maximize their MarTech efficiency. That’s a lot of efficiencies, ease of use, productivity, and profits left on the table!
Meanwhile, the marketing tools themselves need to shift toward greater user-friendliness while making it easy and straightforward to collect, assess, and work with the data that’s collected. Too often,
MarTech tools do a good job collecting data and making assessments, but the data itself is located across disparate silos, none of which talk to each other, making it an even more cumbersome process to work with that data and start to extrapolate valuable information from it.
Oftentimes, the best MarTech optimization is coupled with optimization in other areas of your business or enterprise too, including optimizing your website, search engine optimization, social media, and much more. Although optimizing your marketing stack is a great step, it won’t do you much good if your users end up in a bottleneck on your website because the site loads slowly or is using outdated technologies.
That’s where we at Workdom come in.
How Can Workdom Help Me?
As part of our MarTech optimization process, we take a closer look at all of the tools you’re using — where they may overlap and what kind of value you actually get from them. In short, we help untangle the collection and help you zero in and focus on what really matters, what’s easiest to use right now, and what delivers real results.
And MarTech optimization is just one of the many areas that can be optimized. We can go through your entire process, helping to boost productivity and efficiency not just in terms of the tools you use, but also how your marketing strategies are implemented. Which areas deserve the most concentration? Which only offer a tepid response if anything? Knowing this information will help you hone in on the right actions, to the right people, at the right time, using the right platforms.
It can feel like a complicated juggling act, but smart MarTech optimization is a worthwhile investment in organizing your business and getting everyone on the same page with the right tools and services. And there’s no better time to start than right now. Contact the senior advertising professionals at Workdom today and let us comb through your MarTech stack to help you streamline efficiency with tools that give you the best possible results without tying you down.
Originally published at https://www.workdom.io on January 15, 2021.