The marketing software landscape is an extremely confusing one. With so many different platforms out there, it’s hard to decide on the right solution for your company. And, many times, there are unfortunate miscommunications between the marketers and vendors selling these tools.
Here’s what you need to look for:
The first thing to consider when it comes to the marketing software landscape of today is that the term ‘marketing tool’ is really broad. These tools can do everything from track your audience to keeping track of your competition to helping you distribute content. Some marketers choose only to invest in analytics and reporting, and leave the design and user experience up to others. While this allows you to concentrate on the tools that are more effective, this also perpetuates a cycle of outsourcing where marketers spend time trying to fix the problems of others instead of focusing on solving their own problems.
This leads to the next problem we see with the marketing software landscape: vendors who think they know the market want better solutions, so they upgrade their platforms.
However, while upgrading your platform may be an effective way to make yourself more competitive, in the long run, you’re wasting money if you’re buying new features that won’t help you get more done. In many cases, the new chat Bots features provided by some vendors are actually more annoying than helpful.
Let’s look at an example of this more directly. One common platform for online marketing software is the Twitter interface. Some marketers enjoy putting together a series of micro-blog posts that update the world on their progress, but what do the end users get? They get outdated information that doesn’t accurately reflect the real business progress they’re trying to create. This is because the interface is built around functionality and not aesthetics, and it’s often difficult for even experienced marketers to figure out where to start and where to stop.
There are two reasons why marketers feel this way about the Twitter landscape, one short-term and long-term.
The short-term problem is simply a function of time: as more Twitter marketers dive in to build more interesting and engaging content, their followers will begin to grow. Once enough of these savvy entrepreneurs get in on the action, there will be little to prevent other vendors from quickly picking up the slack. In fact, the race to be the first one to offer the most useful and compelling product might actually be slowing down even as other vendors continue to offer more features that simply aren’t necessary.
The long-term problem is that Twitter isn’t likely to change radically any time soon.
Even if Google’s new platform proves to be a huge success, most Internet marketers have been able to adjust to the current layout, and most businesses will likely continue to use the same channels they’ve always used. That being said, marketers who want to ensure that they’re not losing out by sticking to what has always worked should consider purchasing a Twitter management tool that can integrate with business needs automation software. These programs enable marketers to keep their head in the sand while their rivals scoop up all the leads.