Brands must shed redundant tech stacks to enhance efficiencies during post-COVID-19 recession

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 29, 2020, 11:46 AM UTC

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This article states that to be able to face economic challenges post-COVID-19, brands must reassess their tech stacks to decrease redundancies and costs and deliver on KPIs. While new automated tools for media planning, buying, and more have driven marketing, innovation and rapid adoptions have caused technology and solution fragmentation, and unnecessary inefficiencies.

Marketers should evaluate tech stacks and deploy a single solution across departments and functions to decrease inflated licensing costs for technology. Implementing same tools across different teams can help brands reduce operational complexities like flow of data across systems and save on hidden costs.

Identifying overlaps among agency contracts can further help marketers diminish the functional redundancy and service fees. To remove duplications and enhance performance, brands must leverage multifunctional platforms and ensure transparency.

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