Are you struggling to keep up with the evolving digital marketing landscape?
This is where Marketing Technology – or MarTech – comes in. The right MarTech can help you automate tasks and streamline your workflow for better performance.
But how can you upgrade your MarTech package to increase campaign effectiveness?
On November 10, I moderated a webinar by Vishal Maru, Vice President of Digital Solutions from iQuanti’s, and Shoubik Rai, Senior Director of Digital Analytics, as well as Josh Wolf of Tealium, Director of Partner Solutions Consulting.
Maru, Ray, and Wolf have reviewed some of the leading tools and solutions you should consider including in your MarTech package for 2023 and beyond.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
Characteristics of a mature Martech stack
A mature MarTech Stack should cover four categories:
- Data management.
The tools you select should provide insights into each category to help you make informed decisions.
Key MarTech Stack recommendations for 2023
Making critical marketing decisions will require reliance on data. But how is the data distributed on the client side and the server side?
Enable the consent framework to work around issues with third-party cookies
From a privacy standpoint, you can set up a framework to support GDPR in Europe, Consumer Privacy Protection Act in America, and all the different privacy rules.
Using consent management to control that data allows you to do the right thing with your customers’ information.
Develop global identifiers to understand each member of your target audience
Generic identifiers are identifiers created to identify an individual within or across ad networks.
Creating a unique profile of an individual helps to understand their needs and interests.
Use this information to deliver a personalized message to everyone.
Use our cookie-free targeting solutions and world proof
There are two solutions coming up to resolve the targeting issues that turning off third-party cookies will cause.
You can use cookie-free predictive audiences to target mobile, desktop, CTV, audio, and YouTube users.
Another solution in this on-demand webinar allows you to gain important insights about existing customers and similar audiences on different platforms.
Leveraging artificial intelligence and machine learning
A powerful AI platform helps brands analyze and use greater amounts of data to personalize their customers’ experience.
You need to be able to:
- Perform predictive analytics to extract more detailed insights from the data.
- Improve prediction or segmentation accuracy.
- Expanding enterprise marketing use cases.
Invest in experience analytics
Experience analytics platforms help you understand the ‘why’ behind something that works or doesn’t work:
- heat maps.
- Session recordings.
- Trip maps.
- Deeper insights into user behavior.
- Website troubleshooting.
Optimize ads with AI-led creative analytics
Design quality determines 75% of an ad’s impact, according to Nielsen.
However, there is no robust analytical approach to improving creative performance.
Typically, people focus on bids, but they don’t look at how their creatives affect ad performance.
Some platforms are harnessing the power of AI to gather deeper insights into creative performance and drive better leads.
How to start
Now that you know all of the platforms you should explore and what an actual MarTech valuation looks like, you can take these ideas and build or improve your stack accordingly.
To get started, you will need:
- Building cross-functional teams.
- Determine key work priorities.
- Take an assessment.
- Build a strategy.
- Define investments.
[Slides] How to build a winning MarTech Stack in 2023
Here is the presentation:
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