How to Plan and Manage Marketing Technology Integrations

TAP London
24 Dec 2021

Technology integrations offer a new world of potential to marketing teams. With state-of-the-art apps and inspiring innovations being launched every day there’s always an exciting integration ready and waiting to be explored. But for the time-pressed marketer who already has plenty of plates to spin, the process of planning an integration can sometimes start to feel like an insurmountable obstacle.

Before any integration can hit the ground running, marketing departments must invest huge amounts of time and energy into researching new tech, getting to know how different integrations work and planning how the project will work in practice. And that’s not always easy.

Thankfully, there are a few things that you can do to make life simpler when approaching a new integration project. Take a look at our top tips on how to effectively plan and manage marketing technology integrations to make sure your next project runs smoothly.

Set clear goals before you begin

There are endless marketing integrations available, with a wide range of specialist options for all industries. So it can be tricky to find the right one for your specific requirements. Before you dive into the latest news articles and research on top performing integrations, take a step back and think about what your business really needs.

Set a list of clear, concise goals and think about how the success of these goals will be measured. Then use your goals to govern your research into the best marketing technology integrations for your brand. You might be surprised by the new routes your research takes once you’re armed with a concrete list of objectives that you can’t deviate from.

Ensure that everyone involved understands the target market

With numerous teams involved in your typical technology integration project, it can be easy for the voice of the customer to get lost amongst the crowd. Marketers must therefore make sure that the needs and requirements of their target audiences remain a priority through the integration process, and that all chosen features are geared towards the initial aims of the project.

As different features are discussed and introduced, marketers should constantly be thinking about how these features will translate into a better experience for customers, and whether their introduction will positively impact the goals originally set out in the planning stages.

Make integration a priority and appoint a manager

The integration of any new marketing technology is a process, and in some cases this process can be quite complex. If a new integration project is likely to involve a substantial amount of work and will require considerable attention to ensure best results, then make sure it gets the time it deserves.

Appoint a team member to oversee the project, and ensure that the chosen person is fully equipped with everything they need to get the job done. The manager will bring continuity to the project, providing a single point of contact for all persons involved.

The integration manager should take responsibility for checking that the end integration ticks all the boxes it was intended to, and the same person should also be on hand to provide training and assistance to colleagues once the integration is up and running.

Consider out-of-the-box solutions

The temptation to opt for a custom build that’s designed specifically for your business is very real, but in some cases an out-of-the-box solution could be beneficial. If there’s an out-of-the-box integration that does everything your brand needs, it’s sometimes worth investing in this over a custom build.

With an out-of-the-box option the integration process is likely to be a lot faster, and it should run more smoothly. Of course there are cost savings to consider too. With an out-of-the-box option, the entire project should come in at a fraction of the cost of a custom build. Teams will lose some control over specific features, but many out-of-the-box offerings provide everything a brand needs to start making the most of a new integration.

Partner with integration support teams

The integration of some marketing technology options will involve custom builds and other complex processes. In these cases it’s often worth looking into whether or not the company in question can provide support for those managing the project.

Specialised support teams can be invaluable in getting an integration off the ground, saving huge amounts of time and money for a company. Support teams can be used as much or as little as required, so it’s up to the marketing team to determine how much help they need. Make use of experienced support teams wherever you can to get your project completed way ahead of schedule.

Be realistic about integration timelines

Understanding is key to the setting of realistic timelines in any new strategy, and marketing integrations are no exception. Nurture this understanding by keeping colleagues updated on how integrations will work, and what needs to be done to get them ready, before any deadlines are set.

Be realistic about the timelines of the project and make sure enough time is set aside for every stage of the project to ensure that setup isn’t rushed through, leaving room for potential problems further down the line. Remember, it’s not just the technical side that needs to be considered. Time must also be set aside for training, exploration and initial usage before any real results will start to be seen.

Marketing technology integrations hold huge opportunities for businesses looking to enhance the experience they offer. By harnessing the real power of data, cutting edge integrations provide incredible benefits to businesses in all sectors. Explore the latest marketing technology integrations to see how these smart ideas could soon start to improve the potential of your business.

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