As competition to captivate consumers reaches a boiling point, the average attention span has fallen to new lows, dropping from 12 seconds in 2000 to about 8 seconds in 2018. From display advertising and retargeting, to social media and email marketing, marketers need every tool at their disposal to help keep customers engaged. Put these tools together and you’ve got the Swiss Army knife of marketing: the marketing application stack.
A marketing app stack is the set of technologies that you need to create, execute, and measure marketing campaigns. Everything from the aforementioned social media, email marketing, and display advertising, to content marketing, analytics, and SEO comes part and parcel with the software needed to execute it.
Unfortunately, one piece of software won’t cover all of your bases. That’s why it’s important to build a marketing app stack that not only has the right tools for your business, but also the tools that work together to help create a functional marketing application toolbox.
Ginger Conlon, Chief Editor at MGKTinsight says, “it's essential to consider how each technology will be used, who'll be using it, and for what, as well as how it integrates with and can enhance any existing tools. This way you'll build a cohesive app stack that aligns with and helps support your goals and bolsters intra- and inter-team collaboration while reducing costs."
Investing in the right marketing technology has never been more critical. It’s no coincidence that 76 percent of marketing leaders (research available to Gartner clients) are increasing their marketing budgets in 2018 to, among other things, invest in the right technologies.
According to Tom Pick, a B2B Digital Marketing Consultant, “from an organizational standpoint, marketing technology helps systematize processes, improve the measurability of marketing efforts and expenses, and provide data to help marketing leaders make better decisions about strategy and budget allocations.”
If you’re ready to start building your marketing app stack with the right tools and optimize your marketing efforts, read on to find out: