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On Martech Mistakes: To integrate or not to?

May 23, 2018
ID BBN Guest writer

Digital marketing is not easy. It is even more difficult if you aren’t utilising technology or if the different parts of your technology (i.e., your marketing applications) aren’t talking to each other.

When it comes to making decisions about what applications to use, marketers are unique. Unlike their peers in other functions, marketers seem to shy away from platform thinking and prefer state-of-the-art features (and applications). And this makes sense if you look at digital marketing tasks from a narrow perspective: most purpose-built (read: narrow) applications have attractive features that make the job of the digital marketer easier. For example, Falcon Social has a richer set of social media engagement features than most integrated marketing clouds.

The raw fact in this case, however, is that the benefits are way outweighed by the downside: a non-integrated marketing technology suite makes reaching the most important digital marketing goal–a consistent and above-par multi-channel customer experience–very difficult..

There are three main reasons for this difficulty:

  • Contact (list and GDPR) management isn’t synchronized;
  • Collecting consistent high-quality data from across the many applications is almost impossible; and
  • Team collaboration gets more complex. Different teams are probably using different tools, and each tool has its own learning curve, UI conventions and user administration.

There is no reason why you cannot overcome this problem and still take advantage of these killer features. You just need to supplement your integrated marketing cloud with these best-of-breed applications. Most integrated marketing clouds and marketing automation platforms already have well-productized APIs to accomplish this.

If you are a marketer for a larger B2B, a distributed marketing suite makes very little sense. Why else would 90% of companies have already implemented a marketing cloud or be planning to one by 2020?

Next week we are going to dig deeper into the four core functions of a marketing cloud.


About the writer: 

Matti Airas is a consultant in predictive data-driven marketing and customer experience. He has previously worked for the customer experience feedback analysis company Etuma and for Nokia in the U.S. His passion is figuring out how to use data to solve business problems.

Matti enjoys writing, podcasts (especially on U.S. politics), golf, long walks with his wife and Jack Russell Terrier, and any kind of skiing.


ID BBN Guest writer