An Agile Marketing Technology Infrastructure

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It's improbable that your marketing strategy's purpose is to stifle consumer excitement for your brand. So how can an agile tech system help?

It’s improbable that your marketing strategy’s purpose is to stifle consumer excitement for your brand. So how can an agile tech system help?

On the other hand, marketing brands are feeling the pressure to comply in an increasingly competitive marketplace driven by customer expectations. Conformity, by definition, does not foster creativity or innovation. This is just one of the 2022 trends.

The epidemic jolted the globe out of its stride, hastening the race to digital transformation. Brands that hadn’t already begun experimenting with digital transformation had to race to catch up.

But what if attempting to catch up isn’t the best option?

Brands have long pursued consumer loyalty programs as though they were shiny things. The allure is fading off now that so many small firms have established themselves. Now is the moment to research what other businesses have learned and devise a plan that puts you in charge of your future. To do so, create an architecture that allows you to maximize all possibilities to engage clients and successfully drive sales, putting you ahead of the competition by many stages.

You should avoid FOMO-driven planning.

Recently, in quick-service restaurant (QSR) businesses, particularly in the face of rising customer demand and expectations, their technological choices are causing them pain. Not only are some prepackaged marketing technology solutions failing to deliver on their promises, but they also don’t allow for simple customization.

In other words, these solutions are more about what works best for the partner than what the brand needs or wants. What brought us here?

Part of it is a lack of foresight in creating components that don’t correctly connect data. Leaving organizations with just a partial view of their client journey. Another factor contributing to the current status of brands is a fear of losing out.

Again, it’s apparent that, when done effectively, loyalty programs may help businesses acquire and retain customers. Those advantages, however, will not be realized if your company acts too quickly. And now faces constraints by technological limitations.

You want to get out of a box, want to think, and grow outside it. So, what can you do to avoid stagnating or falling farther behind? Here are a few pointers.

  1. Refuse to accept that high-cost aftermarket modification is the price of doing business your way.
    • Take the time to select a solution tailored to your specific requirements without overloading you with features you won’t utilize.
  2. Find a consultant or a technology partner who has expertise and awareness of the space’s deficiencies.
    • Then collaborate with them to find out how to fill that need while being loyal to your brand and using your resources efficiently.
  3. Adopt a robust, flexible ecosystem with a well-documented API.
    • One that you can readily integrate and share with various partners.
    • Avoid selecting a partner subgroup that vacillates in relevancy to your brand.

Embrace unique marketing.

When it comes to incorporating this new power — this integrated, data-driven enablement — into customer loyalty programs, businesses must think about two things: campaign administration and campaign planning.

Dashboards, data analysis, and connecting everything is part of campaign management. For example, your offers and promotions platform must work with your email marketing, SMS, and other marketing channels.

Then there’s campaign planning, which focuses on creating a consolidated perspective of how all of these initiatives are doing so you can make well-informed judgments.

But it’s not as simple as “set it and forget it.” Technology is the tool, and strategy is the plan for doing the technology work for you, but you want to use this as a supplement to your campaigns.

As a result, we become more creative. You’ve freed up your marketing staff to perform their magic if you have the right technology and plan in place.

Domino’s has a simple points-based program, but its AnyWare network allows consumers to earn points by ordering from their vehicle, television, wristwatch, digital assistant, or social media and messaging applications. Starbucks has incorporated gamification into its reward program, capitalizing on a growing trend. Chipotle has continued to develop new methods to make itself relevant to consumers by utilizing influencers, social media, and the power of partner companies.

Commit to audience marketing.

For both external and internal audiences, maintaining that enthusiasm is vital.

Instead of pandemic pivots forcing people down into regions where they feel secure, look for a higher demand among marketing professionals for experimenting, learning, and moving more swiftly. There’s a desire to go creative and do something different than what they’ve done before, as well as what other businesses are doing. All they need now is the correct basis to give them that freedom.

Good marketing can help.

Our digital and mobile environments are changing at a breakneck pace. Making the financial and time commitment required to construct the appropriate solution rather than the most suitable approach requires patience and fortitude.

4The distance between where your company is now and later? Having a flexible, cutting-edge marketing technology stack, which isn’t as great as it may seem. All you have to do now is identify the necessity to rethink and reorganize your infrastructure to ensure your brand’s long-term viability in the new digital normal. Marketing just might be the answer.

This too shall pass.

Things are in flux. In motion. Stasis is out. Flexibility is in. Can you keep up? Do you even want to?

How much is your brand worth? Take some time to jot down thoughtful answers to these questions. Use those observations to construct an agile marketing plan for your successful future. Leverage newer technology to help you get there.

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