Why are IT teams running Martech tools?

Martech tools for marketeers!

91% of marketers don’t feel they have a complete, fully utilized technology stack. 59% say they don’t fully utilize the marketing technology they have today.

The technological development of Marketing tools in the last decade has been huge, but marketing teams are yet unable to work on 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 in which marketing is done?

Definitely not, it just changed the channel and the possibilities, but the strategies maintain quite similar in its basis to the ones done 50 years ago.

The other day we compared the use of Cookies today, with observing people in the store (for a shopper 50 year ago), 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 the technological development specially in Marketing areas has supposed 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 marketeer in 2022 is supposed to know about how to carry on marketing strategies, and at the same time know how to use: A Customer Relation Management platforms, an email marketing platform, Google Analytics, Google Ads., Facebook Ads., a Data Management Platform, and many more depending on the company.

This is driving marketeers crazy as every year a new tool appears, but without substituting another one. So every tool sums up to the ones previously used, making this teams waste time, or even worst have an IT Team to work on the platform. This also tends to happen with complex to use platforms, that need programmatic level users.


One CDP to unify them all.

The tendency in the last years has been to drive marketing teams into customer-centric teams, due to the importance of customers for companies. This is why Customer Data Platforms are becoming increasingly essential for Marketing Teams.

Customer Data Platforms (CDP) enable 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 abilities required as the team would mainly access to this CDP to work on Customer knowledge.


Easy-to-use Customer Data Platform

A huge problem of Customer Data Platforms has been the difficulty to use inherent to this softwares. Due to the short living period of it, and the complexity upon the technology involved (Big Data and Artificial Intelligence), CDPs have been really complicated to manage and usually managed 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. Although this seems 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.




Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximise the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Start taking control of your data today.

Schedule a meeting with one of our experts and discover how FLYDE can help your company achieve its goals.

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Author avatar
Santiago Bazarra