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Biggest MarTech Mistakes to Avoid by Zorayr Manukyan

Biggest MarTech Mistakes to Avoid by Zorayr Manukyan

When it comes to marketing technology, there are a lot of things that can go wrong. If you’re not careful, you can make some big mistakes that cost you time and money. In this blog post by Zorayr Manukyan, Chief Scientific Officer at Clinstatdevice we’ll look at the biggest MarTech mistakes to avoid.

By learning what these mistakes are and avoiding them, you’ll be in a much better position to succeed with your marketing efforts. So without further ado, let’s take the biggest MarTech mistakes to avoid!

Zorayr Manukyan’s Guide on MarTech Mistakes to Avoid

Purchasing Tools Without Purpose

Any business that wants to stay ahead of the competition needs to have the right tools in place. But with the ever-growing array of MarTech solutions available, it can be tempting to purchase tools without taking a step back to assess your needs.

This is a mistake that can quickly lead to wasted time and money. Instead of haphazardly adding new MarTech tools to your toolkit, taking a strategic approach is essential. First, identify your goals and objectives.

Then, research the various MarTech options available and choose the tools to help you reach your goals most efficiently and effectively.

Zorayr Manukyan believes that by developing a MarTech plan, you can avoid making costly mistakes and set your business up for success.

Thinking of Channels Rather than Touchpoints

As the MarTech landscape continues to evolve, marketers are inundated with an ever-growing number of touchpoints and channels to consider. However, it’s important to remember that not all touchpoints are created equal.

In fact, many marketers make the mistake of thinking of touchpoints as channels when they are two very different things in reality. A channel is a tool or platform that can be used to reach consumers, whereas a touchpoint is any interaction that a consumer has with a brand.

This includes everything from seeing an ad on TV to receiving a promotional email. Although it’s important to consider all of the potential touchpoints in a customer’s journey, focusing on the channels that will have the most significant impact is even more critical.

Zorayr Manukyan believes that marketers risk missing out on critical opportunities to connect with their target audience by thinking of touchpoints as channels.

Keeping Your Data Siloed

When data is siloed, it is stored in separate places and not shared across the organization. This can lead to duplicate data and inefficient processes.

For example, if each department has its database, the marketing department may have a customer list different from the sales department. This can lead to confusion and missed opportunities.

When data is siloed, getting a holistic customer view is challenging. Therefore, it is essential to break down data silos so that everyone in the organization can access the same data. This will help to improve efficiency and decision-making.

Not Including Search in Your MarTech Stack

A MarTech stack is a collection of the software and tools used by a marketing team to carry out their tasks. It can include everything from social media management platforms to email marketing tools.

Search should be an integral part of any MarTech stack, as it plays a vital role in helping marketers understand what their audience is looking for.

Without search, marketers are blind to the needs and wants of their target customers, making it difficult to create relevant and engaging content. Additionally, search data can be used to inform other aspects of the marketing mix, such as media buying and website optimization.

For these reasons, failing to include search in your MarTech stack is a mistake that could cost you dearly in terms of time and money.

Zorayr Manukyan’s Concluding Thoughts

In order to avoid making MarTech mistakes, it is important to stay up-to-date on the latest industry trends and consult with experts when needed. By following Zorayr Manukyan’s guide, you can be sure that you are making the best decisions for your business and avoiding any costly errors.