ClickZ on Dark Side of Marketing Technology
Technology has become an integral part of marketing and other business operations today. It supports marketing in various forms such as email, digital, and social.
ClickZ contributor Jacqueline Dooley has published an article highlighting the dark side of marketing technology (martech).
Dooley says, “A survey by the World Advertising Research Center and global finance company BDO, revealed that 76% of marketers wanted to add more tools to their existing martech stack. This pressure to keep up with the rapidly changing landscape of martech is one of the downsides of having all this technology available.
There are other challenges, of course. The difficulty in finding and hiring people with automation and data skills, the problem of too much automation versus too little creativity, and the overall issue of complexity are among them. Let’s start with complexity—a problem that’s been increasing as the number of martech tools and solutions increase.
The problem of complexity
In ClickZ’s recent Marketing Automation Summit (which is, by the way, available on demand), the problem of complexity came up frequently as a persistent challenge among the marketing leaders who presented”.
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