INSIGHT
are designed to make your life easier,
an overpacked toolbox can make your
day-to-day management significantly
more difficult. Once you’ve determined
that a tool will help you in one aspect or
another, you’ll want to ensure that it will
integrate seamlessly with the other pieces
of technology to which you’re subscribed.
When tools don’t work together,
managing an arsenal is just another task
for which you might not have time.
●●Try before you buy
Virtually every marketing technology
offers a trial, a sample account or an
interactive demo. One thing is for certain:
If the option to play with the tool on your
own before making an investment is part
of the provider’s business model, take
advantage of that opportunity. That said,
when a trial does exist, take some time
and see how the product might work into
your day-to-day operations. If you can see
the value there, then you can move onto
running a cost-benefit analysis.
●●Be mindful of investments
There are those expected investments
- like monthly cost - that can be found
right on the website of the tool you
are considering. But the more taxing
investments are those that can’t be seen;
these include investments like human
capital and time. Will you need several
team members trained to use a tool
properly? Will you get enough out of the
product (based on monthly subscription
costs) with the resources you currently
have to allocate to it? These and other
questions need to be answered (often with
the help of a trial) before deciding on a
new technology.
point, and once you’re ready to integrate
technologies, follow these pointers and
this direction in order to ensure that you
are making the right decisions to help you
achieve your goals.
y Padveen
Name: Core
uary, 14:00
br
When: 5 Fe
1
Where: Room
Conclusion
There are several best practices that
marketers need to be aware of, but those
listed here are certainly among the most
important. The world of technology particularly marketing technology - is
rapidly expanding. In order to keep on top
of what’s hot, what’s new and what’s worth
your time and investment, these practices are
going to be essential.
Again, the key to remember is that
technologies are complements, not the total
solution. A strategy should be your starting
COREY PADVEEN is the
Director of Global Social
Business Strategy at t2
Marketing International.
He has helped develop
data-driven strategies in
markets ranging from gaming to notfor-profit. Corey regularly writes for
international publications, and has
been featured at conferences and
summits around the world.
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