Martech has gained significant attention over the years and is redefining marketing on the whole. Majority of the marketers have learned about various roles of martech stack and technologies involved in it. Brands and enterprises, depending upon the size of their business have tried or researched about the martech stack that can optimize their growth. Martech stack involves many technologies, which also raises a birthplace for numerous chaos.
What is a Martech Stack?
Martech is a combination of marketing and technology. The term “stack” refers to “hoarding” tools together to create a comprehensive marketing system. A Martech stack is a group of technologies that help marketers improve their marketing efforts, bring more ease into the process, measure the effectiveness of their marketing campaigns, and increase conversions.
As martech stack has a variety of technologies, many marketers assemble more than one technology to obtain better results, sometimes this idea creates chaos and in other cases, chaos is created due to various other reasons.
Let’s have a look at the Chaos of Martech Stack,
Chaos of Martech Stack
As martech stack has an indefinite subset of technologies, there can be chaos too, but here we have listed 5 common chaos of martech stack.
In many cases, the reason for the chaos of marketing technology Stack is organizational silos. Organizational silos mean the isolation that happens when employees or entire departments within an organization do not want to or do not have sufficient means to share information or knowledge with one another. This obstructs the employees of an organization or entire department from switching to or learning about using martech stack and reaping its benefits.
Difficulty in data integration
Most of the technologies in martech stack drive on the data they are fed with. Issues in integrating data is another chaos of martech stack. Some of the basic difficulties of data integration include failure in delivering real-time data, incomplete data provided to the platform, technological advancement, using multiple data products that don’t automatically work hand-in-hand.
Getting valuable data
Finding valuable data is a tough task. Many organizations and marketers fail to find the required data to integrate it with martech platform and obtain needed insights. Integrating good data provides proper insights and help marketers in achieving desired results.
Cleaning of Martech Stack
Martech Stack has plenty of technologies and there are many organizations who have most of them in their collection. Many times this creates confusion and there comes a need to clean the martech stack and keep only the ones that fulfill the needs of an organization. Cleaning of martech stack is time-consuming and can create a mess.
Choose the right technology!
Martech Stack includes numerous technologies and selecting a few from them based on the need of an organization is not easy. Most of the times this is the process for the companies still on the horizon, but lately, it has started to be a problem even for martech giants when it comes to stack elimination.
Organizing Chaos of Martech Stack
Organizing chaos of martech stack is important to obtain better results from marketing campaigns without wasting invested funds. Selecting wrong or non-vital technology can create a mess and also result in the loss of an organization. So let’s see how to organize the chaos of Martech Stack.
Identifying Pain Points
Pain points are the points where mess is created or a loophole that is obstructing the technology from delivering the required result. By identifying these points, marketers can change their current technology or fill the loophole by adding some other steps. For example, you can consider that a CDP platform is unable to provide proper insights of the target audience because the data that it is fed on is incomplete and is obstructing the platform from providing an accurate result, so the quality of data is a pain point in this case and the solution will be integrating the platform with good data.
Be solid on basics
Being solid on basics is creating a list of basic requirements of an organization from the technology they are willing to add in their martech stack. Learning about that particular technology from various research papers and other articles posted on different websites can help in better analyzing it and a create primary portfolio about the requirements of the organization and technologies available to fulfill those needs.
Perform a marketing technology audit
Annual marketing technology audits provide a detailed report about the technologies available with the company, their present use, and requirements of the organization. Audits also help in cleaning of martech stack by projecting a clear detailed picture.
Plan for long-term
Before adding any new technology in the martech stack of an organization, it is important to do a proper analysis of the current needs of the company and also get the predictions about the future requirements and then select a technology that fulfills long term needs.
Look for integrations or all-in-one solutions
Keeping multiple technologies in the martech stack of an organization can create a mess, so it’s better to find a technology that provides an all-in-one solution or integrate minimum technologies together to get the needed result.
Key takeaways from the article
Martech stack is constantly expanding because of the continuous upgradation in the marketing sector and introduction of new technologies to make marketing functions easier and more efficient, so martech chaos is an undeniable truth of martech stack which should be organized to avoid futile investments and obtain exceptional results.
ABOUT THE AUTHOR
Aashish is currently a Content writer at Martech Cube. He is an enthusiastic and avid writer. His key region of interests include covering different aspects of technology and mixing them up with layman ideologies to pan out an interesting take. His main area of interests range from medical journals to marketing arena.