As the martech ecosystem grows, it’s important to keep up with new strategies and tools that can help you drive your change.
It’s just as important to go into this change with a planned, smart, and evidence-based mind to make sure it works. Here are three more useful and up-to-date tips to help you get around in this complicated market and get the most out of your martech stack:
- Use artificial intelligence and machine learning to make better choices.
AI and ML have grown into powerful tools that can change the way you sell your business. Create a complete AI strategy that fits with your business goals. This should include an analysis of the data you already have, a clear list of results you want to achieve, and a plan for how to apply and track your progress.
“The quality and relevance of the data used to train the models is very important for the success of AI in marketing,” says Eric Brown, DSc, a data and AI expert. “You need to have a clear data strategy that makes sure you collect, store, and process clean, correct, and representative data.” These are the building blocks for using AI effectively in marketing.
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- Spend money on data tools that use AI: Predictive analytics tools can help you guess how customers will act and make your marketing efforts more effective. Check these statements against your business goals to make sure they are correct.
- Make customer segmentation automatic: Use segmentation that is driven by AI to send more focused, personalized marketing messages that your audience will respond to. AI is only as good as the data it is taught on, so make sure your data is clean, correct, and typical of your target audience.
- Make the customer experience better: Chatbots and virtual helpers can help customers in real time and make all of your interactions with them more engaging. Always keep an eye on and improve these tools to make sure they give all people accurate, useful, and easy-to-use experiences.
- Pay attention to data security, compliance, and ease of access.
With more people worried about data safety and strict laws like GDPR and CCPA, it’s important to make sure that your martech stack is compliant. Not following these rules could lead to big fines and hurt the image of your brand. Accessibility is also an important part of following the rules and doing fair marketing. It is the law and the right thing to do to make sure that your marketing tools and material can be used by everyone, even people with disabilities.
Kim Baekgaard, partner at digital business consulting firm Alpha Solutions, says, “Accessibility isn’t just a box to be checked for compliance; it’s an essential part of making an inclusive digital experience.” “Putting accessibility first in your marketing technology stack not only lowers your legal risk, but it also shows that you care about all of your customers, no matter what their abilities are.” It’s good for your business and your customer base.
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- Audit your data collection, storage, and usage methods on a regular basis to make sure you’re following the rules and keeping your customers’ trust. These exams should also include a full check of your martech stack’s accessibility features and its adherence to accessibility standards like WCAG.
- Use permission management platforms (CMPs) to: Use CMPs to handle user preferences and consent well. Make sure that your CMP is easy for everyone to access and gives clear, concise information about how data is collected and used.
- Make mobility a top priority when buying martech: When looking at new marketing technology options, give more weight to those that have strong accessibility features and meet the necessary accessibility standards. This makes sure that you’re following the rules and shows that you care about giving all users fair access.
- Teach your team the best ways to make things accessible: Make sure your marketing team knows how important accessibility is and how to make content and experiences that everyone can use by giving them regular training and tools. This means adding captions to videos, using alt text for pictures, and making sure that the contrast between colors meets standards for accessibility.
- Get involved with disability communities. Ask people with disabilities and disability advocacy groups for comments and ideas to make sure your marketing is truly accessible and includes everyone. This will help you figure out what you need to work on and show that you’re serious about building real relationships with people from different backgrounds.
By putting data protection, compliance, and accessibility at the top of your martech strategy, you can gain the trust of your customers, lower your legal risks, and make marketing more effective and open to everyone.
- Connect your martech stack so that everything works together smoothly.
Putting together different tools and platforms is a big task in the world of martech, but it’s necessary for running operations more efficiently. From what I’ve learned and what other people have said, most IT projects have problems. Martech integration is no different.
Problems that often happen are systems that don’t work with each other, data formats that aren’t standardized, and not enough professional know-how. To get the most out of your martech, you should be intentional and smart about how you integrate it.
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- Pick tools that can work with each other. For a more cohesive tech stack, choose martech options that are easy to connect to your current systems. Before making a commitment, do a lot of study and testing on integrations to make sure they will work with your system.
- Use tools for integration: Integration platforms as a service (iPaaS) let you link different tools together and make sure that data moves easily throughout your whole environment. Keep in mind that these platforms need a lot of planning and resources to work well, so be ready to put time and effort into the process.
- Put info management in one place: Set up an organized data management system to keep a single source of truth and make sure that data is correct so that you can make better decisions. It will take a lot of time and work to clean, organize, and combine data from different sources, so keep that in mind as you plan.
You can stay ahead of the curve and find your way around the constantly changing martech market by using these tips in your plan. Remember that the key to a good martech transformation is to stay up-to-date, be flexible, and keep improving your martech stack.
To make sure long-term success, you should handle every part of your martech transformation with a strategic, deliberate, and evidence-based mind. You can get the most out of martech and see real business results by being honest about possible problems, setting realistic goals, and doing a lot of study on solutions.
