Marketing technology is abundant and more advanced than ever before. But marketers have yet to create the kind of one-on-one experiences customers expect as they move between devices and channels. More than 1 in 2 marketers say their tools aren’t helping them achieve the type of cross-channel coordination they need to have relevant, cohesive interactions with customers, according to a global survey by Signal.
Making sense of the Marketing Technology Stack
Today marketers can choose from thousands of platforms and tools for everything from email to search, to display ads to mobile to social media. With the growing complexity of customer interactions, marketers are seeking to optimize their tools and prove a return on these investments.
marketers agree that connecting their tools would improve customer engagement
say their tools are underutilized
believe their technology capabilities prepare them for cross-channel success
Marketing technology is advancing at lightning speed.
In planning their next technology investments, marketers are seeking ways of improving the entire customer experience across touchpoints and channels.
Few marketing organizations have aligned their infrastructures with their strategies for connecting with multi-screening customers.
Optimizing marketing technologies requires a road map for moving data across the technology stack as quickly as customers are moving between smartphones, tablets, laptops, stores and call centers.