Once we analyzed the outcomes from the 2021 MarTech Substitute Survey we discovered entrepreneurs and advertising technologists attempting to sq. the circle. Budgets have been tighter, however you have been nonetheless out there for higher options, particularly as you coped with the surge of digital engagement prompted by the widespread lockdowns of the previous months.
Value wasn’t the first driver. Price range was an vital issue, nevertheless it wasn’t the last word driver of alternative choices. Whether or not homegrown or business functions have been being changed, options trumped value. In every case, greater than 50% mentioned the alternative was pushed by higher options, though round 41% did cite value as the explanation for migrating options.
Two carefully related elements have been cited within the quest for stack enhancements. Higher information centralization and information capabilities have been primary in your wishlist, whereas having the ability to ship an improved buyer expertise was in second place — and naturally information and CX go hand-in-hand.
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What’s modified? As we glance again over the past yr, we’ve come a great distance. Actual life is basically again, together with in-person procuring and enterprise and trip journey. Prospects are nonetheless in digital channels — that pattern isn’t altering — however you may as well attain them out-of-home once more, they usually’re on the transfer.
How has that impacted your advertising tech stack choices? Have you ever modified course or are you continue to on the pre-pandemic digital engagement journey that accelerated a lot in 2020 and 2021?
Please full the survey. We need to hear from you, the MarTech group, concerning the stack choices you’ve been making. Have you ever changed any options in your tech stack previously yr? Have you ever moved from homegrown legacy functions to business options (or vice versa)? And what influence have these adjustments had in your staff?
The 2022 MarTech Substitute Survey takes about three minutes to finish, and the outcomes will assist us all, as a group, to know the foremost stack tendencies.