Invest in a multi-functional and flexible tech stack to perform varied marketing activities from a single stack.
Though marketing spends are returning to pre-COVID-19 levels, many mid-market companies with lower budgets and resources are finding it difficult to implement digital-first strategies. Issues like data silos, poor integration, unused stack, and more are impacting customer experiences (CX) across digital channels.
Brands should invest in multifunctional tools that can perform multiple actions like email subscriptions, customer surveys and more, rather than having different tools for each function. Multi-functional tools can help marketers provide clean and consistent CX across channels, without having to sync data or deal with different vendors.
Small and medium-sized businesses must collaborate with industry-relevant tech vendors to create and access flexible tools, tailored as per their requirements. This can help brands avoid martech bloat and optimise their digital marketing campaigns effectively.
[4 minute read]