The important thing purpose for changing each homegrown and industrial purposes was the necessity for higher options, in line with the 2020 MarTech Substitute survey. However what options had been advertising organizations on the lookout for? Let’s take a deeper dive.
Integrations are key. There are 3 ways to go together with your advertising expertise stack.
- Construct a set of absolutely built-in options that may talk with one another and readily share information.
- Tolerate a stack the place key options are built-in whereas others usually are not.
- Allow a set of siloed options the place communication is minimal or non-existent.
We expect most advertising groups are caught with 2., however aspiring to 1., and the Substitute Survey tends to verify that integration capabilities had been on the forefront when contemplating replacements — and even motre so within the present survey than in 2021.
The significance of knowledge stays constant. Information drives advertising organizations. The necessity to centralize and handle information extra successfully was cited as an element within the choice to interchange martech options by about half of respondents in every of the final three years. Apparently, small companies cited information centralization as their primary characteristic requirement — maybe as a result of integration is a much less urgent drawback for comparatively smaller stacks.
The necessity to measure ROI. Within the present survey, the power to measure ROI tied information capabilities for second place as an necessary think about selecting a substitute. Changing martech — and particularly mission-critical parts like advertising automation and CRM — is dear, and may be time-consuming and disruptive.
Respondents to our survey had been real looking about the necessity to justify such initiatives with exhausting numbers.
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Why we care. Was price a think about selecting substitute applied sciences? Sure, in fact it was. However it wasn’t the dominant issue; and neither was the much-discussed want to enhance CX. What was key was making the stack work by means of integration and information administration — plus having the ability to show that the modifications had been truly enhancements.
Obtain the total survey right here — free with no registration required.