IO Integration Marketing and Creative Operations Technology Blog
Providing Creative Operations and Marketing Technology Professionals resources for getting the most out of their production workflows.
This article is from Eric Fulmer, VP of Operations at ShotFlow, an IO Integration Alliance Partner and we think our readers will find it informative. Retail, Fashion, and Apparel (RFA) brands face a new and intimidating digital commerce landscape requiring rapid transformation to survive. One of the key strategic initiatives for RFA brands is building a modern and complete Marketing Technology (“Martech”) Stack. For those unfamiliar with the term, the Martech Stack is the collection of technology tools and platforms enabling Marketing effectiveness. Hot new trends such as data personalization, “big data” metrics, online assistants, “Shop The Look,” and related initiatives cannot be achieved without significant upgrades to the brand’s technology suite.