How can marketers build their technology stack?

"Marketers are under pressure to keep up with innovative technologies but picking the right ones can be trickier than it seems. So, what questions should marketers be asking their marketing technology solutions provider? A report 'The Guide to Building Your Marketing Technology Stack' by Oracle Marketing Cloud, delves into specific areas of marketing that are most impacted by technology solutions and marketing platforms. It also examines how marketing automation technology empowers marketers to improve their knowledge of buyer behaviour and understand how it plays out in campaigns."

"I always recommend that they put the landscape aside. Don't look at that, but rather sit down from a customer-centric perspective of what is the audience we're trying to reach, who are we competing with for their intention, their engagement, their revenue, and really be able to look at what sort of marketing capabilities do we need to be able to competitively execute in our space,"

"Even the most well-thought-out plans can fail unless they are executed properly using the right technology. According to Econsultancy, less than one in four marketers say they understand customer journeys and adapt the channel mix accordingly. The best marketers track and measure all touch-points along the path to purchase - from display to search to email and more. They understand the influence each channel has by using the right technology."

Marketers face pressure to adopt innovative technologies while selecting the right solutions remains difficult. Customer-centric evaluation of target audiences, competitive attention and engagement, and required marketing capabilities should guide technology choices. Marketing automation improves knowledge of buyer behaviour and clarifies how that behaviour manifests in campaigns. Effective execution depends on cross-channel tracking and measurement across display, search, email and more to reveal each channel's influence. Prioritizing the right diagnostic metrics beyond basic opens and clicks enables better optimization. Simplifying vendor selection by identifying essential capabilities aligns the marketing technology stack with buyer journeys and business goals.

Read at The Drum