Good Morning!

Marketing technology has grown in popularity as companies look to compete in today’s constantly evolving digital world.

Heidi Bullock, CMO of Tealium, explains the benefits of implementing a martech roadmap when building out a complex martech stack that keeps marketers one step ahead of the competition.

“Create a roadmap that includes goals and owners. A clear marketing roadmap guides organizations to properly integrate more useful technology — such as a customer data platform — within its martech stack,” says Heidi.

Also Hannah Abbasi, head of client strategy at The Shopper Agency, details how, given its COVID-fuelled popularity, brands can use Amazon to their advantage.

She writes: Without doubt, Amazon should receive the same careful treatment as a store or owned website, and therefore have its own strategy like any other channel. And that Amazon strategy must also sit within a broader brand plan that seamlessly connects a brand’s entire suite of assets.