Every company markets to consumers differently. From call centers to emails to apps and aggregator sites, orchestrating a relationship marketing strategy requires a bespoke collection of marketing technologies. Marketers have the budgets to spend on CRM, email, mobile and data management, but fitting these capabilities together and ensuring they work with legacy business systems is not easy.
A consumer-first approach to marketing technology can help unite a marketing technology strategy. Understanding what consumers want, and what would drive the most value for them, ensures that marketers stay focused and technology decisions are prioritized based on consumer outcomes, even in the face of complexity.