BREE CHAMBERLAIN, RAPP LA, DISCUSSES WITH SMARTINSIGHTS HOW LESS MAY BE MORE

It’s not always true that more options bring greater success. New advances in technology, data analytics, and marketing automation can often create the illusion that we need the latest and greatest tools and force marketers to believe they must keep adding tools to their repertoire to avoid falling behind the competition — or out of touch with customers.

But more isn’t always better. Companies often don't fully understand the capabilities of their in-house information, ending up with either extraneous marketing software or not enough. Too many or too few tools can be overwhelming, and it can make it more likely that customers won’t engage at all. The result is a marketing tech stack that’s expensive and underutilized.

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