Advertising stack8/2/2023 ![]() There are now more than 8,000 solutions, which, according to, are divided into six categories. There is no shortage of choice for MarTech solutions. This has a negative effect on customer perception, which in turn impedes a uniform customer experience and the effective deployment of MarTech investments. As a result, applications are silos and are barely integrated or not at all. In organisations in which this is not the case, we see that choices concerning technology are made from internal functional needs per department and not from the customer’s point of view. If ‘the customer’ is sufficiently represented in an organisation’s vision and mission, it will be easier for staff responsible for MarTech to draw up a roadmap and coordinate it with others that benefit from a well-functioning MarTech setup. For example, have customer KPIs, such as NPS/KTV or personalised interactions, been formulated along with financial targets and have they been translated to the rest of the organisation? It is therefore important for the customer to be in a central position of a company’s strategy and objectives, as you can also read in our article “How to set up your organisation for a central customer view”. MarTech’s goal is to support the business in achieving the most optimal customer experience. Guideline 1: Start based on the vision, mission, a clear strategy and objectives. This is how you get the most out of your marketing technology. In this article, we explain the six guidelines based on our experiences and interviews with HEMA, Randstad Group and Talpa Network. (6) Ensure that privacy and security are guaranteed. (5) Pay at least just as much attention to implementation. (4) Avoid being stuck with long-term licences. (2) Work together with marketing, business and IT, and choose a solution together.
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