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While this software certainly has value for marketers, we classify it as Business Intelligence software. So in the interest of reintroducing simplicity - and perhaps a bit of sanity – we’ve identified four major marketing software categories that the majority of businesses will need in order to support their marketing efforts either now or at some point in the future:Ĭertain categories of software were not included in this guide, namely data-heavy platforms for retrieving, integrating, visualizing, and reporting data. The software your organization uses should always be based on the needs of your business, rather than trends in any particular market. However, this strategy is expensive, and a poor business practice. 1,2īecause consumers often choose or reject businesses based on experiences rather than solely the product or service, it’s tempting to implement marketing programs to ensure that you have blanket coverage for dealing with every consumer interaction.
In 2015 the total number of vendors exceed 1800, and the author admits the final result is by no means comprehensive. By 2014, there were approximately 947 different products across 43 categories. Any strategy now needs data to validate its success, and obtaining that data requires new tools calibrated to each marketing medium your organization is using.įor example, a 2011 attempt to identify and classify marketing software applications turned up 100 different vendors. This data-driven approach to marketing was born out of the value businesses could derive from the obscene amounts of data being created online by consumers. More than ever marketing now blends the qualitative with the quantitative. What was once a profession mostly entranced by creativity now requires an almost scientific approach wherein marketers form a hypothesis, test it on a small scale, and review the resulting data. It’s no secret that marketing has been fundamentally reshaped by the internet. TechnologyAdvice Guide to Marketing Software Updated: SeptemIntroduction to Marketing Software
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