Given the emphasis on hybrid marketing, the newest trend in marketing is the increasing use of technology in business. For the new generation of professionals, marketing technology basics come naturally as part of any good marketing plan. For the uninitiated, how to use marketing technology can require some new learning and upskilling. A marketing stack is the collection of technology-based tools used to execute marketing activities. Digital marketing tips and tricks include SaaS platforms, social media tools, CRM and analytics, which are examples of marketing technology. Simply put, such technology allows marketers to check efficiency and gaps in marketing strategy, and help inform the next stages in planning and implementation.
In this article, Team LuxeForGood delves beyond marketing technology basics. We explain how you can use a stack to motivate a hybrid marketing strategy.
WHAT CAN A MARKETING STACK DO FOR YOUR BUSINESS?
As marketers look for better digital marketing tips and tricks, a well-structured marketing stack is key. One way of organising your stack is in relation to sales journeys or campaign cycles. This makes the stack valuable for day-to-day tool execution of various campaign aspects. More importantly, you can use it to measure outcomes through numbers. This allows your goals to be tangible and rooted in measurable results.
Your marketing stack can also help you review costs and promote efficiency. By tracking all spends across marketing activities, you can also find cost-effective overlapping solutions. Marketing technology basics also instil an understanding of valuable marketing data for insights. Insights will allow you to streamline your marketing efforts and show improved results.
BEGINNING TO BUILD A MARKETING STACK:
When preparing for technology implementation, it is important to remember that your marketing tools only aid your strategy. The real value of marketing software is in the strategy it enables. That is, how to use marketing technology and which tools should be based on what is best for achieving outcomes. For example, if you’re working mainly on lead generation in your marketing efforts, a sales software is more likely to help you than a creative suite. There are different tools for different outcomes, and building your stack means you need to have an understanding of the same.
Before you start building or updating your marketing stack, you should have your marketing strategy in place. Your strategy should be focused around your product and your target audience. Now more than ever, having a hybrid marketing strategy can help you navigate your digital journey while also staying true to your traditional brand values.
During the strategy planning stage, find out where you need to do things differently, and choose technology based on that. Make sure to have some marketing technology basics with you already, so that you do not feel like a fish out of water during planning. After mapping out your marketing journey, you should have a better understanding of the required tools you need for your business. Trying to improvise a strategy that fits the technology you want to use is not a good idea, and will most likely mean that you will underachieve on your goals.
BUILDING A DYNAMIC TECHNOLOGY STACK:
While tedious, one of the most important steps in creating an evolving tech stack is to document everything well. By laying down the right foundation for a long-term hybrid marketing plan, your business can always look ahead without worrying about what happened earlier. This will streamline your review processes since everything is documented.
Secondly, it is important to have a stack that is easy to use. This may seem obvious; nonetheless, you should keep this at the forefront while thinking about how to use marketing technology. Furthermore, while ease is essential, do not simply choose the technology that is just easiest to use, if it does not satisfy your business necessities. One of the advantages of adopting hybrid marketing in a market landscape that is going increasingly digital is that there are a lot of options. With all of the tools available, there is no need to use complex and expensive software only because of brand recognition.
Lastly, do not be scared of evolving and adding to your stack. With the options now available, it is easier than ever to grow your tech stack. Expect more out of your marketing software and from the tech stack you build with it.
In conclusion, you need to have strong marketing technology basics to really conquer hybrid marketing. Given that the future of marketing is digital, you should start sooner than later. Contact LuxeForGood to boost your digital presence with our well-structured marketing technology stack.