{"id":2595,"date":"2020-08-10T11:53:05","date_gmt":"2020-08-10T11:53:05","guid":{"rendered":"http:\/\/goldstarmedia.biz\/2020\/08\/10\/a-step-by-step-guide-to-evaluating-digital-marketing-platforms\/"},"modified":"2025-05-07T19:35:07","modified_gmt":"2025-05-07T19:35:07","slug":"a-step-by-step-guide-to-evaluating-digital-marketing-platforms","status":"publish","type":"post","link":"https:\/\/goldstarmedia.biz\/?p=2595","title":{"rendered":"A Step-by-Step Guide to Evaluating Digital Marketing Platforms"},"content":{"rendered":"
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A Step-by-Step Guide to Evaluating Digital Marketing Platforms<\/h3>\n<\/div>\n<\/div>\n<\/div>\n
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Are you happy with your digital marketing platform? Or is it time to make a fundamental change in your marketing technology stack in order to deliver more relevance and more customer-centric engagement?<\/p>\n

With the global coronavirus pandemic pushing customer journeys further into digital channels<\/a>, technology alone holds the key to understanding and engaging consumer audiences. So it\u2019s no surprise that many brands and companies are reevaluating their marketing platforms. And today, marketers have access to more platforms than ever before. In 2020, the Marketing Technology Landscape<\/a> encompassed a total of 8,000 martech solutions, an increase of 13.6 percent over 2019 in a $121 billion industry.<\/p>\n

Choosing the right platform for your marketing needs \u2013 one that brings existing data and services full circle \u2013 is a major decision. It\u2019s important to understand the process and to have a game plan in place before you get started.<\/p>\n

Every journey begins by taking the first step.<\/strong> While the prospect of adopting a main marketing solution can be daunting, breaking the process down into individual steps makes it manageable. Clearly established timelines help keep budgets manageable. A well-defined timeline towards your go-live date also helps vendors deliver structured pricing models based on availability, and builds a clear case for internal stakeholders.<\/p>\n

To help marketers with the process, we\u2019ve created a realistic timeline for vetting prospective vendors and making an informed decision that involves all key stakeholders. The guide is representative of a typical marketing platform evaluation process, and while we\u2019ve included suggested timing for each step, your actual timing may vary.<\/p>\n

Ready to get started? Download a copy of the timeline now<\/u><\/a> \u2013 and read on for some key details and considerations for each step of the process.<\/p>\n

\"Marketing<\/a><\/p>\n

Step 1: Define Requirements<\/h2>\n

Research your current martech landscape to explore solutions that fit your marketing style. Define pain points and needs. Also agree on goals and requirements. The more specific you make your goals, the easier it will be to get stakeholders aligned, especially accounting. Questions that help with goal definition include:<\/p>\n