Jul 12, 2021 - Packaged snacks go light as price pressures weigh heavy

From the Editor's Desk

Don't Buy the Wrong Marketing Tech

Instead, take these three steps.

The number of vendors offering marketing tech is exploding, but too many companies take a "bottom-up" approach to purchasing it: Rather than starting with the objective of solving a problem, they begin with what is being sold to them. As a result they waste money on hoarding data they don't need and on "shiny new objects" - tools that seem dazzling but don't provide real insights or work with a firm's other technologies. The solution? Follow the three D's: Deconstruct the customer journey into key phases and choose objectives for each, decompose the marketing strategy for the objectives into tactics, and then design how the technologies supporting those tactics will function as a system, looking for gaps and redundancies.

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