{"id":21785,"date":"2019-07-26T11:40:51","date_gmt":"2019-07-26T15:40:51","guid":{"rendered":"https:\/\/strategies.ca\/b2b-marketing\/marketing-technology-the-challenge-of-omnichannel-orchestration\/"},"modified":"2019-09-03T11:40:14","modified_gmt":"2019-09-03T15:40:14","slug":"martech-omnichannel-orchestrationtration","status":"publish","type":"post","link":"https:\/\/strategies.ca\/en\/omni-channel-marketing\/martech-omnichannel-orchestrationtration\/","title":{"rendered":"Marketing technology: The challenge of omni-channel orchestration"},"content":{"rendered":"

The proliferation of marketing technology poses a major challenge<\/h2>\n
Not so long ago, the ecosystem of marketing technology – commonly known as “martech” – represented a range of a few hundred applications. Today, according to ChiefMartech.com<\/a>, there are 6,829 marketing platforms. And this figure is probably underestimated since WordPress alone, for example, is surrounded by a universe of 54,000 plug-ins!<\/div>\n

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This astounding array of platforms has arisen from the intention of delivering the right message to the right person at the right time. However, the more marketers adopt the concept of the customer journey<\/em> and strive to achieve omni-channel integration of their marketing activities, the more this rapide expansion will become a challenge. Beyond integrating them, we must be able to orchestrate them intelligently and efficiently.<\/div>\n

The main categories of marketing tech<\/h2>\n
Marketing tech applications fall into seven broad categories based on their role in the marketing ecosystem. Most organizations should strive to include solutions from each category. In doing so, they will be in a position to maximize their agility and impact in the marketplace. But let’s not be too naive – many SMEs still don’t \u00a0have a website worthy of the name. So we still have a long way to go!<\/div>\n