Believe it or not, most of us have a marketing stack these days.
This is the set of tech tools we use to communicate.
As an individual or as a business, we all have them.
A simple individual stack might look like Microsoft, Google, and Instagram.
Companies can have 10’s and 100’s of platforms in their stacks.
Often the platforms in the stack come with a subscription fee.
On the surface the money can look small, but stacked together, they grow quickly.
There are some platforms that cover multiple functions.
Others provide a specialty that is needed for your life or business.
Needs may pull something into the stack for just a moment.
“Marketing stack is like a river, not a lake.” – Scott Brinker, Chief MarTech
Over the years my personal stack has grown, contracted, and shifted across platforms.
There are a few elements that have stayed consistent.
Each year, I take a pause and evaluate my stack.
I ask questions like:
Are there platforms that have run their course and it’s time to remove them?
Am I paying too much for a subscription level or service?
Do I want to switch out any providers?
Have any of my platforms gotten “dusty” and I need to go in and update or clean?
We all have marketing tech fingerprints.
Being aware keeps our technologies and wallet in check.
Your Turn
What technologies do you have in your current stack?
What is the total of all the subscriptions?
What might you might want to change this year?