Tony Byrne thinks that technology should not gradual marketers down. But , he says, several marketers feel just that.
“ Getting the right technology isn’ t sufficient for digital achievement, but it is necessary to get the right match, ” Byrne, the creator of analyst firm Real Tale Group, said Monday during a class he led on how to buy advertising technology at our MarTech Conference in Boston.
Using a deliberate methodology to choose martech options, Bryne said that marketers can get the type of technology they need to meet their goals.
“ We curently have this technology in house” or even “ this is what so-and-so uses” are certainly not good reasons to choose a vendor, this individual said, adding that no company need to ever default into a particular part of technology.
Though Bryne acknowledged that a single vendor could possibly provide a more integrated marketing atmosphere, he said it’ s crucial that you weigh that against other factors such as usability, adoptability and programmer intensiveness.
Byrne suggests that online marketers use design thinking, also known as Souple methodology, to make decisions around contributing to your martech stack.
Historically used by developers to guide their particular processes, Bryne said that its human-centric, team-based, adaptive and test-based procedure is perfect for choosing martech vendors.
In the initial stages associated with dealing with prospective vendors, Bryne recommended that marketers keep the product’ ersus scalability, feature richness and suitability with your environment in mind. He or she suggested that instead of asking “ can you, ” ask “ just how do you” to get better insight into a vendor’ s capabilities.
Yet probably the most important part of that procedure is the testing, which Bryne mentioned should go beyond a demo.
“ In a demo, you’ re watching the vendor play out the story; by testing you spend period with it and see how it works together with your actual scenario, ” Bryne stated.
This tale first appeared on MarTech Today. To get more on marketing technology, click here.
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