Factor in customer journey while putting together a martech stack

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 19, 2020, 8:24 AM UTC

Marketers must also think about how they would consolidate the tech stack.

This article recommends ways for marketers to evaluate and pick the right marketing tools for a martech stack. Begin by considering the monthly budget and set a benchmark for number of users or usage depending on marketing efforts.

Considering how a stack could help complete tasks along the customer journey. Select tools that draw in and engage consumers while optimising the customer journey. Companies in special industries like the financial sector may require a niche marketing stack.

Marketers must assess the needs of end-users like employees and their tech-savviness while picking tools for the stack. Ensure the new tools integrate well with existing ones. Brands must be mindful that the new marketing stack aligns with and helps achieve the current goals and objectives.

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