Marketers’ jobs are growing more complex by the day. As the number of channels, devices and touchpoints have exploded, so too has the technology that marketers can use to manage and improve their interactions with consumers.
With so many options to choose from, it can be difficult to determine which innovations to add to an existing marketing technology stack. To drive the best results for the business, marketers need to ask the right questions when assessing each vendor’s solution.
These seven, often overlooked questions can offer marketers a jump-off point when evaluating their options:
1. Will your technology allow me and my team to conduct short-term tests prior to installation? If not, why?
The ability to test new technologies prior to implementation offers several key advantages. Short-term tests give marketers a chance to preview vendor promises and assess whether their solution will deliver meaningful results (or not). It also offers a chance to identify potential problems early on, allowing a larger-scale implementation to run more smoothly. Finally, a test run will enable marketers to evaluate a potential vendors’ viability and ability to scale with the needs of the business.
2. How will using your solution to impact my teams’ work process? Does it align with our goals?
While marketers often focus on the benefits of the new technology, it’s important to think about how the team will adapt and use the tool as part their day-to-day workflow. By determining business needs and goals, understanding the functional “holes” the technology will fill, and defining how success will be measured, marketers can get a more holistic view of how a new solution will impact their team and the role it will play in their overall success.
3. How will you serve my company’s short-term and long-term goals?
Although some solutions may address immediate needs or challenges, marketers need to think about how implementation will impact long-term goals. Because marketing goals change and business plans evolve, it’s important to ensure that the technology stack will, too.
4. Are there ongoing support costs for the solution? What about future releases?
Marketers should understand a vendor’s vision for rolling out future releases and consider any additional costs that may be associated with these enhancements. As upgrades and newer versions of a platform are released, ongoing support and maintenance may be required. By knowing what’s coming, marketers can evaluate how well the vendor’s roadmap aligns with their own technology roadmap and avoid getting hit with any unexpected costs.
5. Will your solution help us stay clear of ad fraud?
Ad fraud remains an ongoing problem. Since marketers are also consumers, there’s a special interest in seeing fraudulent advertising decrease. Knowing what steps vendors are taking to combat this issue helps marketers at both the professional and personal level.
6. How does this new solution blend with my existing technology?
New solutions should make marketers’ jobs easier while helping them deliver more consistent and seamless consumer experiences. If adding a new solution creates another new silo, it might not be the right fit. Marketers should look for technology that can integrate with their existing stacks and make it easier to coordinate efforts across consumer touchpoints.
7. Will the solution give me a comprehensive view of my customers?
To deliver the best experiences, marketers need to know who their customers and prospects are, what they like and how they behave. Knowing which solutions offer a comprehensive view of consumers and their interactions with a brand will give peace of mind to marketers looking to create stronger connections with their customers.
With so many marketing technology options on the market, knowing where to start and what to choose can be overwhelming. Asking the right questions streamlines the buying process and helps marketers select the right technology for their team and for their company.