2016 is a leap year, meaning everyone gets an extra day. Everyone at Infinitive is pretty excited to have some extra time to play with, and we’re also excited for the opportunity it gives to our awesome clients and other business leaders.
We’ve put together a video series featuring some of our experts sharing their thoughts on how executives can make the most out of the year’s bonus day. Here’s our own Dennis Middleton with some advice for marketing leaders – check it out:
Get the Most Out of Today: A To-Do List for Digital Marketers
As Dennis explains, “Marketing IS technology” in today’s digital world. There have never been more options – Scott Brinker’s martech landscape supergraphic for 2016 lists 3,874 different vendors (nearly double the 2015 number) – so it’s no surprise that we listed martech stack rationalization as one of the most important challenges for marketers this year.
Here are three key takeaways from Dennis’ advice to help marketers to answer the question “Am I leveraging my information and technology assets to the best of my ability?” today and throughout the coming months.
1. Pick the right tools for your business.
It’s critical to “make the right bets with the right technology,” and make sure that technology is properly implemented within your organization.
2. Evaluate how you have implemented your technology investments.
Are you using the right data within your tools? Have you properly integrated your various systems, and are there any redundancies across those systems? Have you aligned your business processes and people to properly use the technology? These are key questions to answer to ensure you are properly using your various technologies.
3. Get 100%, not just 10% of a given tool’s value.
Once a tool is implemented, it’s important to optimize the system – otherwise you’re at risk of “leaving money on the table,” as Dennis explains in the video. For example, when implementing a data management platform (DMP), you need to make sure that DMP:
- Isn’t siloed in one part of the marketing organization
- Is getting all of the relevant data sets
- Has people with the right skill sets in place to leverage
It’s your extra day – why not spend it figuring out how to fully optimize and align your marketing technology to drive better customer outcomes?
For more advice, check out our experts’ tips for advertising leaders.
Guide for Data-Driven CMOs
Dealing with data starts at the top. Learn why CMOs should establish and maintain well-designed data environments as a key first step to leading data-driven marketing programs. Download The CMO as Data Scientist: Experimenting & Winning with Data-Driven Marketing now for expert insights.