Marketing has moved out of the analog age. As a result, the amount of software that agencies are required to use is staggering. A single agency could be using between 20 and 30 different bits of software to get the job done.
Despite this, there is still a large hole in what marketing apps provide to agencies. Core functionalities like brand safety and fraud control are missing from the standard collection of applications marketing companies utilize.
To get a clearer picture of the state of MarTech today, we asked 12 members of Forbes Agency Council which functionalities and areas they wanted to see marketing technology companies improve upon going into the future.
1. Analytics And Metrics
It feels like analytics and metrics for many marketing technology platforms are still lacking. Whether agency or in-house, marketers need to show ROI for anything that requires budget and/or time, and too many marketing platforms are so focused on being functional within a marketer’s arsenal, rather than making an actual impact and being able to demonstrate clear results. – Eric Fischgrund, FischTank Marketing and PR
Transparency might be a cliche word, but the reality is with all of the different ad technologies out there, clients don’t fully understand how each interacts with the other. Look at a Lumascape drawing of any of the advertising industries. Every different layer represents another layer of margin that someone is making, and no one really knows if the data is unique or borrowed and white-labeled. – Michael Hubbard, Media Two Interactive
Our MarTech stack has been really useful in helping us understand the degree to which we’re driving demand, but there’s room for improvement in terms of attributing that success to specific channels. It would be great if we had a tool that helped us understand which marketing channels are contributing to demand generation and how, so we can optimize campaigns for maximum impact. – Chris Cavanaugh, Freeman
4. Disclaimer Claiming
When you look very closely, you’ll notice disclaimers across opt-in marketing content, especially highly technical content, but oftentimes, the fine print is too “fine.” It is important that people have the option to participate voluntarily and are aware of why, how and for what purpose any information shared will be used. – Fiona Bruder, George P. Johnson (GPJ) Experience Marketing
5. Email Spam
Too much time is spent sifting through email solicitations and spam, which deters company performance and focus. The top free email platforms, including Gmail and Outlook just aren’t good enough. Email remains one of the productivity killers that is in need of serious innovation. A next-generation email system would allow you to only see the messages from your most important contacts. – Kristopher Jones, LSEO
6. Value Exchange
With the rise of new partner types like influencers, and increased difficulty in tracking unique impressions, tech needs to improve the value exchange between the enterprise and partner. One idea: Shift from standard impressions, posts or sponsorships, and instead create an alliance with new partners who use native techniques, and shift the value exchange more toward a commission-based model. – David Yovanno, Impact
7. Integrating Human And Digital Touch Points
One area where MarTech can be improved is in finding the optimum way to integrate human touches within the overall marketing effort, while also analyzing the impact of these touches across targeted industries. Research from McKinsey has shown that when companies add a human touch to their digital marketing and sales efforts, they achieve five times more revenue. – Paula Chiocchi, Outward Media, Inc.
8. Integrating The Core Stack
Most marketing programs rely on a core set of technologies, like email, web landing pages, social posts and the like. But far too often, these tools and resources do not integrate or share data sets. That’s a mistake because it limits overall visibility. The more you can integrate the core stack, the better you can see how to improve the programs. – Randy Shattuck, The Shattuck Group
9. Marketing Performance Management
This is the gaping hole. The truth is, we often don’t know what drives customer behavior. So we still rely on leading, inaccurate methods like last-touch attribution. We need more tools that can track customer engagement over time, helping us better understand outreach versus response across both online and offline channels. Think more longitudinal data analysis. – Andrew Au, Intercept Group
10. Listening For Language
I think listening tools for language across the entire internet should be more integrated with media monitoring tools. The most challenging piece of marketing is getting the full picture in one place. – Kathleen Lucente, Red Fan Communications
11. Message Timing
With all the advancements of marketing technology, MarTech still needs to get the right flavor of the message to audiences when they’re mentally and emotionally ready to engage. It’s not enough to get the right message to the right consumer; MarTech has to help connect the message to the emotional life cycle for it to truly be a compelling piece of content that drives action. – Anas Ghazi, Kantar
12. Delivering A Suite Of Solutions
Marketing tech seems focused on commoditization of individual services rather than delivering a full suite of solutions. An average of 28 different technologies across the board seems to be a solid indication that a more streamlined solution is needed. I believe that MarTech should be focused on developing an all-encompassing solution rather than individual products and services. – Michael Smith, MDS Media Inc.