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Stack market12/6/2023 ![]() ![]() According to Signal’s internal research, the average marketing stack consists of as many as 17 or more tools, requiring dozens of custom integration projects that few marketers have time or budget to support.They are designed for use in distinct channels rather than to work in concert with tools across channels.Separate tools have unique technical foundations.This involves the difficult challenge of managing and coordinating the growing set of disparate platforms, solutions, and interfaces in their technology stacks to provide a cohesive and engaging customer experience across multiple channels.Ĭonnecting technologies in their stacks is daunting for several reasons: Growing complexity of customer interactions put marketers under pressure to optimize their tools and prove a return on these investments. Marketers are investing significantly more time and money in these data-driven tools in search of new and better opportunities for engaging with customers. Today marketers can choose from thousands of software platforms and specialized solutions for email, search, CRM, paid and earned media, mobile, social, content, video, attribution, web analytics, audience verification, and more. Marketing technology is evolving at lightning speed – in both breadth and complexity. In light of these findings, marketers who want to launch successful cross-channel initiatives should rank technology integration as a top priority, make their data easily available across their disparate technologies, and work on realigning their organizations to become customer-focused rather than channel-focused. However, more than half of marketers have yet to link their technologies beyond the most basic level, and a fully-optimized technology stack remains an elusive goal for a significant majority of marketers.Marketers overwhelmingly agree that connecting their technologies would improve their capabilities, helping them to harness data, improve customer engagement and loyalty and drive.Technology fragmentation is a key obstacle for marketers, fully half of whom say the lack of coordination impedes true cross-channel success. ![]() ![]() Signal’s Cross-Channel Marketing and Technology Survey yielded three key findings: In September 2014, Signal conducted a global online survey of 281 brand and agency marketers spanning 16 industry verticals to explore the challenges faced by marketers in fully leveraging their technology and tools to deliver a next-generation, cross-channel experience. Signal wanted to better understand how to help marketers get more value from their technologies. Brand and agency marketers have more data, more technology and more sophisticated tools for connecting with customers than ever before, but they have yet to create the kind of one-on-one experience customers expect. They want a consistent experience as they move between web and mobile channels and between stores and digital devices. Today’s consumers expect relevancy and timeliness in their interactions with brands. ![]()
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