NOVEMBER 2021CIOAPPLICATIONS.COM8athy has over 25 years of experience in introducing new solutions and directing technology development with specific experience in migration, change management, and implementation of several platforms. Her expertise spans multiple verticals, including CPG, retail, and pharma.Now more than ever, the integration of marketing ecosystem technologies is vital to maintaining business continuity and marketing resiliency. The COVID-19 global pandemic has made it painfully clear that the ability to sustain marketing operations while attempting to shift most of your employee base from a physical environment to a remote workforce is a daunting challenge. In the near future, this global event will act as an accelerator for companies to address technology integrations much more critically.Here are the four most important strategies to consider when evaluating the integration of your marketing technologies.1. Content ComplexityWith many disparate technology systems managing content, the fragmentation of content and data is enormous; don't underestimate the complexity. Furthermore, marketing technology systems continue to evolve, adding even greater complexity. Now consider that each system is likely managed by a different group who know only that they must deliver X data to department A and receive Y info from department B. It's no surprise that these systems don't talk to one another and have overlaps in the data they store and manage.They were likely purchased and implemented over time in isolation by different groups for different reasons. They were implemented based on a specific feature that was required and added to the marketing ecosystem like a puzzle piece--except the piece doesn't exactly fit with the puzzle itself. As a result, companies must invest significant overhead to maintain and sync content not to mention the manual effort required to enter content into each system. Inconsistencies and errors can make their way to your customers in numerous ways and affect your supply chain deliverables, causing delays. Bottom line? Your content complexity can cost you a lot of money.2. Know Your EcosystemIf you don't have 100 percent visibility into your entire marketing ecosystem, you'll need to get it to fully understand the big picture. A business partner that deeply 4 ESSENTIAL STRATEGIES FOR INTEGRATING MARKETING TECHNOLOGIESKATHY LESKI, GLOBAL HEAD, INNOVATIONS & PRODUCT MANAGEMENT, SGKKIN MY View
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