Martech tools for marketers
By Santiago Bazarra · Nov 8, 2022 · 4 min read
The technological development of marketing tools in the last decade has been huge, but marketing teams are still unable to work with many of them. That is why there has always appeared an easy-to-use solution for every new martech tool launched in the market.
Have new technologies changed the way marketing is done?
Definitely not. They just changed the channel and the possibilities, but the strategies remain quite similar at their core to the ones used 50 years ago.
The other day we compared the use of cookies today with a shopper 50 years ago observing people in the store, their movements and their preferences, in order to offer them something that matches their expectations next time. Same strategy, with a huge difference in technology.
By this we mean that technological development, especially in marketing, has brought a change in the capacity to process data. Now we are able to personalize as a shopper did 50 years ago, but towards thousands of customers instead of 30 or 40.
More martech tools than ever
A marketer in 2022 is supposed to know how to carry out marketing strategies and, at the same time, know how to use a Customer Relationship Management platform, an email marketing platform, Google Analytics, Google Ads, Facebook Ads, a Data Management Platform, and many more depending on the company.
This is driving marketers crazy, as every year a new tool appears without substituting another one. So every tool adds to the ones previously used, making these teams waste time, or even worse, need an IT team to work on the platform. This also tends to happen with complex platforms that require programmatic-level users.
One CDP to unify them all
The trend in recent years has been to drive marketing teams towards becoming customer-centric teams, due to the importance of customers for companies. This is why Customer Data Platforms are becoming increasingly essential for marketing teams.
A Customer Data Platform (CDP) enables companies to unify all of their information from the sources available, plus the data obtained from the various platforms mentioned before, in order to allow marketing teams to work through one platform. This solves many problems of time and technical ability, as the team would mainly access this CDP to work on customer knowledge.
Easy-to-use Customer Data Platform
A huge problem with Customer Data Platforms has been the difficulty of use inherent to this software. Due to how recently the category emerged, and the complexity of the technology involved (Big Data and artificial intelligence), CDPs have been really complicated to manage and usually handled by IT or data science teams.
Marketing teams used to be involved only in the last part of the process, in making the data actionable. This is a problem, as each team needs to take control over their data. This is why FLYDE appeared in the market: to allow marketing teams to take control over their data, and to make this technology accessible to every single company.