The errors of Martech cost their customers to the brands

The brands are losing customers because their marketing technology is not doing what it should. A new intermediate survey Global, a specialist in digital marketing technology, says that 24% of high marketers in the United Kingdom said they had lost customers in the last year due to a problem with their stack Martech.

About a quarter also recorded a bad print linked to technological failures. Four out of ten had to respond to customers’ complaints, while others faced delayed campaigns (34%) or relationships with damaged customers (19%).

97% of the CMOs said that a Martech problem has caused some type of problem in their business in the last 12 months. But the tools themselves are not always the problem, the company says: most of the time they arise problems due to the low configuration, systems that do not work well together and lack of practical support.

Intermedia Global (IMG) asked for 250 leaders of the UK C-shores responsible for marketing technology in medium-sized companies that earned £ 100 million and £ 500 million per year.

A big point of trouble was the IA. Almost all the interviewees (93%) said they had encountered at least one problem aimed at the customer last year linked to new artificial intelligence tools that had been added to the stack Martech and half said it happened more than once.

Karla Wentworth, IMG’s Chief Strategy Officer, said: “A stack Martech Mal thought is not only a problem for marketing teams and it-is an existential threat to the entire brand. An ineffective targeting, communications full of errors and poor automation are causing brands to hemorrhage customers.”

He said that artificial intelligence tools often add the problem, especially if they have rushed to old systems that cannot support them. “There are too many tools that do not work well together. The marketing teams are not technical support, but they are expected to behave in this way. I continue to feel the same thing: marketing experts are exhausted, frustrated and overwhelmed. But it must not be so. They don’t need more tools – they need those who work, with clean data and solid processes.”

The survey also asked CMO where the technological problems aimed at customers generally begin. A third indicated and almost equally raised its departments.

Relationships with sellers are also not helping. In every type of Martech – analysis, CRM, websites tools – CMOS said that less than 30% of suppliers is useful. Email marketing and automation suppliers received the worst reviews, with almost three out of ten CMOs who said that these suppliers were difficult to face.

Wentworth said: “When marketing technology is failing the customers, the entire brand is failing. The CMOs are not clearly impressed with most of the sellers with whom they face, while customers are not impressed by the results. If the marketing departments are spending all their time to solve their technology because they cannot rely on the vendors, where is the time for creativity and innovation?

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Tag: Advertising, AI, Customer experience, digital marketing, marketing, marketing technology