The universe of marketing technology is continuing to expand, providing marketers with ever-new and exciting ways to create, communicate, connect, and sell. In fact, in 2014, marketing tech was a $20 billion industry, according to IDC, so there is no question about marketers’ willingness to jump in and invest.
And why not? Install some software, click a button or two, and presto! A new and improved brand with better marketing performance, right?
Unfortunately, that is rarely the case… Yet it is the all-too-common misconception many marketers have about adoption of new marketing technology. And, often, the result is painful implementation, limited effectiveness, and a poor return on investment.
To maximize your marketing technology investment and achieve the results that you and your customers expect, take the following three actions…
