What is a Marketing Technology Stack?
Almost every company today has a marketing technology stack, including foundational platforms that help marketers to gather insights, acquire customers, and analyze their approach.
A marketing technology stack, or MarTech stack, comprises several new and sometimes legacy digital platforms that companies and agencies leverage to optimize digital marketing processes throughout the customer journey. Marketing tech stacks work like any professional sports team, looking to improve their roster on the road to a championship. Some players become team veterans, while others may join for a quick stint.
The same is true for martech platforms, including the tech stack we leverage at Lever Interactive. We’re constantly adding new technologies that help us:
- Gather data and insights
- Attract and engage customers for our clients at an ever-efficient rate
- Analyze what’s working, what’s not, and how we can optimize our digital campaigns
How to Build and Optimize a MarTech Stack?
You likely already have technology supporting your marketing efforts. Updates often come in newer channels for attracting specific audiences, such as Connected TV or evolving platforms aiming to be an irreplaceable portion of your media tech stack, such as Google.
Our clients are continually introducing new platforms within their technology stack, and we’re constantly refreshing our media technology to complement our customers’ needs and technology gaps.
For example, many of our customers run in multiple online media channels but are not using a bid management platform to maximize cross-channel intelligence and efficiencies. As an agency, since we manage numerous clients, it is more ROI-friendly for us to invest in such software, spreading the costs across multiple clients to gain exponential returns on this investment.
Stacking Up Your Options
However, we don’t simply set it and forget it at a platform level. Reasons for leveraging such platforms or investing in new media tech components are in constant flux. 2020 was very different from 2019, not just in terms of Covid-19, but a year had passed, and along with it, thousands of marketing technology advancements and algorithm changes.
The only constant is change, and that’s especially true with media technology. So based upon our client’s needs over time, we’ve collected a comprehensive yet essential range of tools to meet our client’s needs, including initial and ongoing site audits for SEO, audience targeting tools for Paid Social, and bid management tools for Paid Search.
Our platforms span a dozen different channels from a paid media perspective, including audience segmentation platforms for optimization, and we’re discussing new platforms and channels weekly. We also use various reporting and attribution platforms to analyze and optimize each campaign and succinctly communicate results within comprehensive reporting platforms.
Making Sure It’s All That It’s Stacked Up to Be
Of course, as enamored as we can all get with new technology, technology elements should not be introduced or swapped out hastily. Instead, careful consideration must be given to each move on this chessboard, as not thoroughly vetting or carefully testing your actions with a handle of the situation could lead to a dip in performance. Ideally, you’ll want to paint a clear picture of why any new technology makes sense to implement or why you need to replace existing technology.
Going through a beta or test period is also a safer way to introduce new technology while leaving most of your stack to stagnate. Our new media partnerships are often formed at a smaller scale and ramp up as we continuously prove ROI-friendly campaigns or efforts.
The only way to separate the wheat from the chaff is to introduce new media technology as part of our mix in a testing format and roll out additional campaigns if and when new platforms prove to be successful.
It’s easy to be enamored with new technology that there is never a lack of, but ultimately adding new media platforms to your stack should be vetted in a way to ensure maximum ROI for your business. Commonly, companies add heavier than needed tools – paying for too much tech in one area or another, which ultimately eats into your bottom line.
As an agency, we inherently can split platform costs across several clients – ultimately leading to better ROI on our client’s behalf. But, again, we’re constantly changing and evolving our stack to bring the latest and greatest technology at the most efficient ROI.
If it’s one thing we can take away from successful technology companies like Google, Facebook, and Amazon, you cannot expect to keep things as they are today to address the ever-demanding needs of your customers. Instead, you have to find ways to improve your offering, and one of the key ways to do this is through your internal or partner-based technology stack.
Improve Your Digital MarTech Stack Now
Regardless of what your business sells, there are likely improvements you can make to your marketing technology stack. If your team is interested in learning more about how our existing agency stack can complement yours for better ROI, you can reach out to us at sales@leverinteractive.com. We’re more than happy to help you with your digital marketing needs.
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