Researchers at Ascend2, a Marketing research company, recently released a study on Martech Engine Optimization.
Lots of positivity, such as 71% participants reporting that they will continue to invest to strengthen their Martech tools this year. However, the results we found most interesting are the graph at the top of this post. Study participants reported which capabilities they would like Martech tool vendors to improve to better optimize marketing activities.
The top three requirements are:
- Easy to use
- Integrate with other technologies
- Ability to customize to specific needs
The first – ease of use – speaks to the strong growth of the Martech tool revolution. Today, there are many groundbreaking innovations in Martech and we believe we will see even more user-friendly applications in 2022.
In second place? Integrate with other technologies in the toolkit. We live in the best technological world and Marketers need more than ever their other tools to be able to work together. “Better/easier integration” is just as important as “better features” or “reduced costs.”
Third wish – the ability to customize Martech tools to specific needs. As Marketing technology becomes more integrated into a company's operations, manuals and work methods are not enough. Organizations need to adapt Martech tools to the way they do business, not the other way around.
Okay, Martech tool vendors: the market has spoken. How will you react?
Article link: https://chiefmartec.com/2020/02/top-3-things-marketers-want-martech-vendors-improve/
