It’s no secret that technology has moved at a breakneck pace for the past several decades. That’s rung as true for the marketing sector as for any other—if not more true. Marketing automation, social media, and the mobile revolution: all of these have combined to make updating your marketing software something that you absolutely must stay atop. Still, you want to be sure that you’re making upgrades that are worth it.
That’s especially true when you’re switching software or paying for an upgrade, redeploying software, or otherwise incurring costs (whether directly financially or otherwise). We always recommend keeping whatever software you have up to date, of course. When you’re considering whether or not it’s time to move on to something that better suits your company, however, it can be difficult to sort through the laundry list of different features that today’s software offers.
Know When to Upgrade Your Marketing Software :
The next three points aren’t the only important signs that your marketing software is out of date. However, they do constitute what we’ve identified as serious pain points for organizations that are behind the curve. If you are lacking any one of these in your current marketing software, you’re very likely to be giving your competitors an edge.
1. There’s a Lack of Segmentation
With today’s marketing automation and the ability to store and analyze customer data to create detailed profiles, leveraging those abilities is crucial to maintaining your competitive edge against rivals. Your marketing software should make it easy to do so.
Are you able to address the various segments in your target audience without undue effort? If the answer to this question is no, then it’s undoubtedly time to look into other, more up to date, marketing software options. Your marketing software should be able to help you distinguish between which campaigns will be most effective for which segments, and then to automate accordingly. Perhaps you wish to focus on email marketing with one group, but social media with another. Or one email marketing tactic with one, and a different strategy with another.
2. It has Poor Mobile Implementation and Integration
One of the most important things a company can do to foster employee well-being, productivity, and overall competitiveness is to make it possible for their teams to work together from any location, and from as many different platforms and devices as possible.
There are three big reasons for prioritizing mobile implementation and integration:
First, the value of granting your employees the ability to access their software and collaborate with one another and your home office while traveling cannot be understated. It improves productivity while also enhancing your employees’ work-life balance and increases morale.
Second, BYOD (bring your own device) has become standard at many organizations, and where it is not, it’s likely to become so in the future. There is no justifiable reason for the expense of providing high-end computing tools and devices when your employees are already carrying devices they prefer and are more proficient at using. As security measures improve, the rationalizations against allowing BYOD continue to crumble. By anticipating the need for your employees to use your marketing software on a variety of devices and platforms, you’re able to embrace this change.
Finally, vendors that are already inclined to provide software that offers mobile implementation and integration with a variety of platforms are often more diligent about keeping their software relevant in our ever-changing digital climate.
3. Not User Friendly
Finally, consider how user friendly your software is. Often, we begin to conflate our own personal understanding of a tool with its actual user-friendliness. That is, if you and your team have been using a particular tool for several years, you have adjusted to an interface that was acceptably user-friendly several years ago.
But does that interface require a number of hours (or days, or weeks) to train new team members in its use? There are more costs to consider than the initial outlay of capital for the software itself. If you’re losing tens or dozens (or even hundreds!) of man hours because your software has an obscure, out-of-date user interface, you aren’t being thrifty. Lead nurturing will be beside the point if your staff takes weeks or months to become familiar with obsolete technology (which likely isn’t even as powerful as the new stuff!).
Looking to update your marketing automation software? Our Guide to Marketing Automation gives you a great, unbiased way to compare current marketing software vendors at a glance.