Marketers want to innovate. They want automation and personalization because the ROI can be huge. For many companies, this desire leads to an RFP (request for proposal) for marketing technology to fuel a transformation. But is that really the answer?
From what I have seen, a lack of technology is not what’s keeping companies from building successful, targeted messaging programs. Today’s marketers have access to a wide range of industry-leading solutions that will allow them to meet their specific needs. Like most business problems, the answer lies in a mix of vision, focus and budget.
A company can have the best technology in the market across social, CRM (customer relationship management), messaging, web analytics, DMP (data management platform), DSP (demand-side platform), and other platforms, but without the proper skills or strategy, the opportunity will be lost.
The problem lies in harnessing the power of the platforms you have.
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