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Avoid Impulse Buys when Shopping for Marketing Technology

February 9th, 2015

Avoid Impulse Buys when Shopping for Marketing Technology My wife’s shopping approach is pretty simple: she sees something she wants and buys it.

And, if one of her friends has it, that’s a no-brainer. She needs it, too.

Marketers can’t be like my wife when choosing technology. As they stare into the 1,876-vendor abyss, marketers need to do a little homework and always remember their organization’s business strategy.

"My advice is to step back and take a fresh view, using tools like @chiefmartec’s landscape," said Scott Vaughan, CMO at Scottsdale, Ariz.-based Integrate. "Good planning always starts with defining business strategy and customer goals and needs. You can then utilize what other tech-driven transformations have used — create a ‘blueprint’ by taking inventory of current systems, processes and data flow."