marketing technology integration

Why marketing technology integration is important

Marketing technology integration is an essential aspect of working effectively. A well-thought-out approach to organising operations increases productivity and boosts a company’s bottom line. However, when creating a technology stack, an organisation can face some obstacles that reduce efficiency. To overcome these, professionals must consider multiple factors and approach the solution in an integrated manner.
For marketers, the main problem with integration is a lack of team coordination. This can be due to poor communication between people and a misunderstanding of the goals of the transformation. Improving team communication and harmonising different departments’ activities will help remedy the situation. The first step is regular communication between marketing and IT.
The implementation of marketing technology works in the long term. It is vital to view the creation of a new stack as a strategically important phase of business growth. Innovation brings tangible operational benefits, but it takes time.
First and foremost, technology integration affects the organisation and the way it interacts with customers. By implementing specialised marketing platforms, specialists can:
– better understand consumer behavior;
– track changes in customer preferences;
– optimise interaction with the target audience;
– work to attract new and retain existing clients.
In the hands of a specialist, it is a convenient tool for creating effective marketing strategies. This, in turn, increases return on investment and customer lifetime value.

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Common ways to integrate marketing solutions

Combining CMS, CRM and analytics services into a single tool is a popular approach in many companies. It helps to synchronise offline and online data to create a personalised approach to different categories of customers. As a result, the company achieves reasonable customer retention rates and increases sales.
Another way to optimise marketing activities is to implement a cloud-based CRM platform. This will help improve the efficiency of efforts and increase the conversion rate. This option is particularly relevant for businesses with multiple locations. Integrated platforms offer the opportunity to improve process consistency and performance.
Key objectives of strategic integration for companies:
– consolidate of consumer information;
– improve personalisation;
– increase the efficiency of analytics;
– optimise internal marketing operations.
A well-designed marketing technology stack helps achieve long-term business goals. This approach opens up a wide range of opportunities for a business to expand its operations, such as entering new markets. The integration of platforms and services ensures a constant flow of data. As a result, information is regularly updated, improving the accuracy of analysis and forecasting. Marketers, in turn, have all the tools they need to optimise their efforts and make quick decisions.