When it comes to marketing technology, we have more choice than ever! There are an abundance of new solutions, all promising to make our lives easier and drive results for our brands.
At the same time, we have more budget to spend on these technologies. According to Econsultancy, 77% of companies will be increasing their digital marketing budgets in 2015 – the highest rate since their Marketing Budgets survey began. However, deciding which solution to purchase can be tricky.
We recently shared the five questions marketers should ask when selecting a new email marketing technology. Now, we’ll share five additional questions that will ensure you pick the solution that fits your brand the best.
- Is it scalable?
While a product may be right for your company today, will it still be suitable once your brand has expanded? If your team size increases or if you grow into new regions, can the technology support more users who might be located globally with different native languages? Does the technology have the ability to scale, or will it need to be replaced in 12 months?
- Is it future-proofed?
What is the roadmap for the product? Is the company investing in research and development in order to innovate and stay ahead? Marketing technology evolves at a rapid pace. If a product is not being developed, it can be obsolete within a year. You don’t want to spend time and resource implementing a solution only to reinvest in a different one in 2-3 years.
- Is it flexible/customizable?
Does the technology allow you to focus on the things that are important to your brand? With the number of solutions available, there is no need to ‘make do’ with a product that doesn’t completely address your needs. In addition, can the technology be customised to reflect your company? Choose a solution that is consistent with your image and doesn’t sacrifice the look and feel of your brand.
- How robust are the reporting capabilities?
Budget for digital marketing is increasing because it is easily measurable and accountable. The majority of solutions will come with some level of reporting. In addition to the types of data captured, find out about more robust reporting capabilities. Are the reports available in real-time? How is the data visualized so you can make sense of it? Advanced features like this will enable you to make more accurate insights and better decisions.
- Is the platform tech agnostic?
Marketers typically do not have the same technology skills as an IT professional. For easy setup and ongoing maintenance, choose a solution that comes with ‘out-of-the-box’ APIs, or is platform agnostic. In addition, find out what data flows between the platforms and how easy it is going to be to use.
The marketing technology landscape is continually evolving. A successful technology investment will scale with your company, address your needs, integrate seamlessly and continue to innovate with new features. By choosing a solution with these attributes, you will avoid the costly process of having to re-invest in a new solution down the line.
Want to learn more about what email marketing technology solutions can do today? Download our eBook, “Everything You Ever Wanted to Know About Contextual Marketing.”