Recent data has shown that business and consumer digital adoption has jumped five years forward due to COVID-19. Organisations that prioritised the shift towards digital technologies before the pandemic have adjusted quickly, with arguably less disruption to their business. At the same time, those who stagnated in the adoption of digital technologies were on the backfoot, urgently finding quick solutions for their needs. When it comes to marketing initiatives, this tactic could work in the short-term, but organisations will inevitably have to re-budget, rebuild and fund additional investments to fix problems which have arisen from having chosen less-than-ideal short-term solutions.
As martech platforms continue to develop, becoming broader and more technical to use, it adds further complexity to an already difficult decision for stakeholders when selecting what solutions the business needs for the future. With the plethora of marketing challenges that need to be addressed by the assistance of technology, there are two that stand out.
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