Editor's Note: This article first appeared on Marketo Marketing Blog and was curated by Closer Spot. Please subscribe to get actionable news and advice delivered to your inbox each week.
By now, you must have seen the viral Marketing Technology Landscape Supergraphic, right? Nicknamed the Martech 5000, the image shows that the MarTech landscape reached a total of 5,381 solutions at the start of 2017. And as you know if you’ve seen the image, saying the landscape is complicated is a vast understatement. From CRMs to MAPs, CMSs, CDPs, DMPs, and beyond, vendors from every corner of the landscape promise you better marketing operations.
While these technologies are essential to creating agile, fluid structures and driving customer engagement, is any one piece of technology really going to make all the difference in your marketing? The marketing technology revolution is certainly important. But when you get to the heart of your brand’s marketing, you’ll find the story is truly your most valuable asset—not any one piece of technology.
1. Don’t Just Rent Algorithms, Own StoriesArtificial intelligence and machine learning will become increasingly important for marketers in the coming months and years. Those aren’t the algorithms I’m talking about right now. The algorithms that have sent marketers into tailspins in recent years have been those from social platforms. Most notably, the recent news of Facebook’s algorithm change sent shockwaves through the marketing world.
Are you one of the marketers who started to panic when Facebook said organic reach would dwindle (more than it already has) for business pages? If you are, it might be because you’re valuing third-party platforms—rented land—more than your own story to engage audiences.
Facebook, Twitter, Instagram, LinkedIn—these companies don’t owe us anything. The free engagement you enjoyed may have been nice, but changes are only going to separate the good from the great. Take this opportunity to focus on your story. Make it as engaging as possible and see how your performance thrives in the face of algorithm changes.