Judy Shapiro, CEO and founder of EngageSimply, a social marketing engagement company, and chief brand strategist at CloudLinux, argues in Ad Age
that today's marketing automation platforms
are supposed to make things easier for marketers but instead they're fraught with complexity. Shapiro says that the limitations of a configurable platform can limit real productivity. She maintains:
"All platforms are configurable, allowing users alternate ways to get something done but confined by the options created by the developers who are, most decidedly, not practicing marketers. This
limited set of options often doesn't line up with what marketers need to do. So to overcome the functional gap, customers are 'hacking' the platform to do what they need." Unfortunately, she finds
that there are often no "hackable" options, "leaving customers with achingly difficult choices -- use another, smaller but more functional platform or stick with mega platform as they evolve."
Read the whole story at Advertising Age »