The Foundation of Smart Mobile Martech Investments Is Data

What is the ideal marketing technology stack for a brand to succeed in mobile marketing? I posed this martech investments question to Michael Fauscette, Chief Research Officer, G2 Crowd recently … and he just shook his head.

And then he began, “The first problem is data … ”

Watch my 15-minute interview with Fauscette for mobile marketing technology advice based on his research of 597,000 validated user reviews.

It goes without saying that mobile is one of the hottest and most important areas of marketing today. Marketing leaders need the right strategy and messaging to increase mobile conversion rates. And they need the right martech stack to power that strategy and messaging to maximize each mobile moment they have with customers.

The foundation of that technology should be mobile data collection, analysis and management. No easy task. Or as Fauscette put it:

“The fact that you have 33 solutions in your martech stack today, that's a problem; because likely, 32 of them don't talk to each other.”

This is why marketers must work hand-in-glove with their technology and operations counterparts to make sure all key data gathering processes are integrated (and compliant) to get a single view of the customer (in a way that respects the customer) — from initial touchpoint to transactional data to customer loyalty programs.

To do that, marketers need a business understanding of what technology is necessary. As in other areas of marketing, there is no single best mobile technology stack for every marketer. The most effective technology and vendors to partner with will vary based on your company’s situation and needs.

To the end, Fauscette advises:

“Get real data from people who use the solution for the thing you want. People like you. People in the same sort of business as you. Marketers that are in a similar industry that are solving this same problem. And find out what they did to solve their problem.”

When you have the right technology in place, then the real fun begins. You can unleash your team’s creative ability to create a delightful mobile customer experience. You can engage in mobile conversion optimization and A/B testing to improve results. And, most importantly, you can create value for the customer at every mobile touchpoint.