One To Grow On: Brands Prioritizing Control, Flexibility When Choosing Martech

Branding is constantly evolving.

So why wouldn’t companies want martech that evolves with it?

In fact, a recent MessageGears report found that 70% of enterprise retail brands want the ability to integrate additional components as their brands evolve, with 75% saying platform customizability is a “heavy influence” on their ultimate purchasing decision.

(Source: MessageGears)

“Many retail brands are discovering that the path to driving more loyalty starts with centralized customer data and access to that data in their marketing channels,” says Will Devlin, MessageGears’ Senior Vice President of Marketing. “Large retailers juggling lots of data want technology that doesn’t force them into defined systems or schemas — they want more control, flexibility to scale, and total security.”

Data management was a critical area for 71% of retail brands when deciding on a platform, highlighting the importance of, as MessageGears’ press report says, not “getting stuck with legacy platforms.”

“At the end of the day, brands need to be leveraging far more of their entire dataset if they want to increase customer engagement,” says Devlin.

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