In the quest of the CMO and her company to gain greater revenue, reduce costs, and improve customer experiences, technology helps to ensure a wide range of marketing tasks get done.
While the advantages are obvious, the challenges remain great. The martech landscape is complex, and includes everything from email and marketing automation systems to customer data platforms and digital analytics.
Marketers now see entirely new vendor categories springing up out of nowhere, leaving them wondering where and how the right marketing platform and software fits in to their strategy.
So what is dark martech?
“Dark martech” is a term used to describe this increasingly prevalent software that has been created internally. It comes in different shapes and sizes, and for the most part, goes unnoticed by those not directly involved. In terms of efficacy and integration, there are challenges for marketers who are building a solution from the ground up.
But there is one danger: that they end up with a chaotic approach, causing no small amount of confusion for their organizations.
With this in mind, there are a few things to think about when it comes to dark martech and its implications for marketers:
1…Dark martech is a growing phenomenon.
2…Companies with single-provider solutions are more likely to perform.
3…Organizations need to consider total cost of ownership.
4…Technology needs to be an enabler for customer data integration, not a barrier.
5…Martech is about people, but a lack of staff with the right skills is a barrier to the success of marketing platforms.
The right way to use dark martech to your company’s advantage is to find a way to incorporate the features of the software into one platform, making use of the best elements and tools, coupled with the right data.
There are also five important steps to consider:
1…Say no to siloed technology.
2…Consider total cost of ownership.
3…Strive or a single view of the customer.
4…Make marketing a profit center, not a cost center.
5…Invest in people, agencies, and partners.
While the right marketing platform alone does not guarantee success, it is clear that a robust and integrated martech function, one that aligns with a coherent data strategy and the right level of investment in people, can play a critical role in helping to deliver commercial success.
If you want to find out more about dark martech and how it impacts marketing overall, click the link below for more information.