Organisations continuing to operate under the old model, buying point-solution after point-solution for each one of their needs, are never going to truly be successful. This dated strategy results in disjointed, expensive, and confusing 10-foot-tall martech stacks that are scattered over multiple dashboards, adding more confusion than clarity.

This leads me to ask the question, “Does marketing have a shopping addiction?”

The fact is, marketing technology needs an update to meet the changing needs of both marketers and customers. Modern marketers must shake off the mantle of how things have always been done and embrace what’s actually working in the current environment.

New marketing technologies should avoid supporting channel-led initiatives and, instead, seek content- and engagement-led strategies that allow them to achieve their goals.