Marketers should only use Martech features that add value to the business

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2019, 5:15 PM UTC

Most marketers feel they don’t fully utilise Martech tools

Despite developing, hiring, and outsourcing several Martech resources, brands are still trying to figure out how to use Martech to its full potential. But the author argues that using all the tools in Martech stack does not provide the best result.

While the sophistication of the Martech stacks has increased, their features do not always overlap, and a full utilisation does not always give an effective outcome. Brands should instead invest in unused features that can create new learning opportunities and help develop skills.

The author argues that not all Martech skills add value to the final product and can be avoided as they cost time and resources. But, even though brands might not use all the features, products that can contribute to the net value of the business should be acquired.

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