{"id":1016,"date":"2021-07-16T09:01:17","date_gmt":"2021-07-16T07:01:17","guid":{"rendered":"https:\/\/www.infinity-group.pl\/?p=1016"},"modified":"2026-04-03T08:31:16","modified_gmt":"2026-04-03T06:31:16","slug":"digital-marketing-tools-top-4-tips-for-successful-implementation","status":"publish","type":"post","link":"https:\/\/www.infinity-group.dev\/blog\/2021\/07\/16\/digital-marketing-tools-top-4-tips-for-successful-implementation\/","title":{"rendered":"Digital Marketing Tools \u2014 Top 4 Tips for Successful Implementation"},"content":{"rendered":"\n<p>Marketing tools offered as standalone services, as well as marketing tools built into digital experience and CMS systems, present a wide variety of features. What is more, when you look at webpages, prospects and whitepapers of such platforms you may get the impression that marketing platforms are ready to use complete systems that will facilitate the growth of your business.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Summary<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.infinity-group.dev\/blog\/2021\/07\/16\/digital-marketing-tools-top-4-tips-for-successful-implementation\/#1-project-planning\" >1. Project planning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.infinity-group.dev\/blog\/2021\/07\/16\/digital-marketing-tools-top-4-tips-for-successful-implementation\/#2-implementation\" >2. Implementation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.infinity-group.dev\/blog\/2021\/07\/16\/digital-marketing-tools-top-4-tips-for-successful-implementation\/#3-experienced-developers\" >3. Experienced developers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.infinity-group.dev\/blog\/2021\/07\/16\/digital-marketing-tools-top-4-tips-for-successful-implementation\/#4-trainings-and-workshops\" >4. Trainings and workshops<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.infinity-group.dev\/blog\/2021\/07\/16\/digital-marketing-tools-top-4-tips-for-successful-implementation\/#contact-with-us\" >Contact with us<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>The specific tools promised miracles but in the reality often delivered nothing more than frustration. Why it is like that? The answer is simple but not obvious. Implementation matters!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1-project-planning\"><\/span><strong>1. Project planning<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>First of all, marketing features should be taken into consideration on the stage of planning you digital project. Managers responsible for conducting technological transformation frequently say that they need a new web page, a new e-commerce platform and new digital marketing tool and consider these features as independent points of their checklists \u2014 points that can be introduced independently one after another. Page, application, data platform, e-commerce and analytics should form a coherent and carefully planned ecosystem. That is why, <a href=\"https:\/\/www.infinity-group.pl\/en\/approach\/tailored-process-and-approach\/implementation\">implementation<\/a> of digital marketing tools should be planned in context of every other building block of the project and each building block of the project should be planned in the context of digital marketing tools. This is the only way to achieve a fully functional digital marketing system. Careful project planning and experience of business analytics team are very important and crucial for successful introduction of marketing automation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2-implementation\"><\/span><strong>2. Implementation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Secondly, needs of digital marketing should be taken into consideration on the stage of project implementation. Features offered by marketing platforms and marketing tools integrated into digital experience or CMS platforms always require some kind of development and configuration in order to effectively support growth of your company. What is more, a vast majority of digital projects require marketing features that are specific for a particular industry and business. DXP and CMS platforms offer general marketing tools. Tools, which satisfy common business needs connected with marketing. Satisfaction of each and every marketing business need of your project may require developing a few additional marketing features or slightly extending functionalities of existing marketing features. In some cases these are small things making huge difference. Such development may introduce additional costs. If they are taken into consideration at the planning stage, they are not surprise \u2014 proper business analysis assures that they are part of the development process.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3-experienced-developers\"><\/span><strong>3. Experienced developers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Building new and extending existing marketing features can be challenging for unexperienced developers. Analytical and marketing ecosystems of leading digital experience platform form complicated structures, dealing with which requires thorough lecture of documentation and creation of agile, extendable and optimized code. This is the reason why you should consider the experience of developers and presence of digital marketer in the project-development team. Experienced developers are able to extend standard features of digital experience platforms in order to deliver specialized and perfectly-tailored custom features. Experience of our developers and their cooperation with data analysts and marketers enabled us to achieve a 360\u00b0 customer view even in such complicated projects as canalplus.pl and multikino.pl, where we track interactions of users with multiple e-commerce services and aggregate data from numerous transaction sources.<\/p>\n\n\n\n<p>What is more, in case of canalplus.pl we created a dedicated analytical solution measuring precisely the effectiveness of implemented personalization mechanisms, which in turn enables constant improvement and growth of personalization and other marketing features implemented in this ecosystem.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"566\" src=\"https:\/\/www.infinity-group.pl\/blog\/wp-content\/uploads\/2021\/07\/canal-1024x566.jpg\" alt=\"\" class=\"wp-image-1024\" title=\"\" srcset=\"https:\/\/www.infinity-group.pl\/blog\/wp-content\/uploads\/2021\/07\/canal-1024x566.jpg 1024w, https:\/\/www.infinity-group.pl\/blog\/wp-content\/uploads\/2021\/07\/canal-300x166.jpg 300w, https:\/\/www.infinity-group.pl\/blog\/wp-content\/uploads\/2021\/07\/canal-768x425.jpg 768w, https:\/\/www.infinity-group.pl\/blog\/wp-content\/uploads\/2021\/07\/canal-1536x850.jpg 1536w, https:\/\/www.infinity-group.pl\/blog\/wp-content\/uploads\/2021\/07\/canal.jpg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4-trainings-and-workshops\"><\/span><strong>4. Trainings and workshops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Last but not least, your marketers should be properly trained. Digital experience platforms offer a wide toolset. Knowing how to use each tool doesn\u2019t guarantee a success. It is important to know how to use each and every tool in context of other tools. Well thought strategical usage of full available toolset is the key to gain commitment of your customers. Digital marketing tools often require specific skills or unique procedures. That is why your team should be properly trained by experienced digital marketers. Infinity Group always delivers extensive documentation of every project feature and organizes workshops in order to train employees of our customers in fluent usage of all available tools. Some of our clients feel the competitive advantage in building teams handling other areas than digital marketing and outsource our qualified and certified digital marketers.<\/p>\n\n\n\n<p>According to <em>Digital 2021: Global Overview <\/em>report (https:\/\/datareportal.com\/reports\/digital-2021-global-overview-report) 4.66 billion people use the internet (equating to 59.5 percent of global population). This number is constantly growing. What is more, thanks to mobile devices we spent more and more time being on-line. That is why investments in digital marketing are more important than ever before. Contemporary digital experience and marketing platforms offer a lot of features, but in order to fully utilise their potential your project has to be carefully planned, conscientiously developed and properly maintained. That is why implementation of a digital project is a task that should be entrusted only to a company employing competent, skilled and experience specialists.<\/p>\n\n\n\n<div class=\"wp-block-contact-form-7-contact-form-selector\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f5799-o1\" lang=\"pl-PL\" dir=\"ltr\" data-wpcf7-id=\"5799\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/1016#wpcf7-f5799-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Formularz kontaktowy\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"5799\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"pl_PL\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f5799-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<h2 class=\"form-title\"><span class=\"ez-toc-section\" id=\"contact-with-us\"><\/span>Contact with us\n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"form-row\">\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Name and surname*\" value=\"\" type=\"text\" name=\"your-name\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-company\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Company*\" value=\"\" type=\"text\" name=\"your-company\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n<\/div>\n<div class=\"form-row\">\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"E-mail*\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"phone-number\"><input size=\"40\" maxlength=\"15\" class=\"wpcf7-form-control wpcf7-tel wpcf7-text wpcf7-validates-as-tel\" aria-invalid=\"false\" placeholder=\"Phone number\" value=\"\" type=\"tel\" name=\"phone-number\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n<\/div>\n<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-message\"><textarea cols=\"40\" rows=\"10\" maxlength=\"2000\" class=\"wpcf7-form-control wpcf7-textarea\" aria-invalid=\"false\" placeholder=\"Message\" name=\"your-message\"><\/textarea><\/span>\n<\/p>\n<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Submit\" \/>\n<\/p>\n<div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<p>*Required\n<\/p>\n<p class=\"klauzula-naglowek\">Clause:\n<\/p>\n<p>The administrator of your personal data is Infinity Group Sp. z o.o., with its registered office in Bia\u0142ystok.<br \/>\nThe data provided in the form will be processed for the purpose of responding to your inquiry (Article 6(1)(f) of the GDPR \u2013 the administrator\u2019s legitimate interest consisting in conducting correspondence). Providing your data is voluntary, but necessary in order to receive a response.<br \/>\nYou have, among others, the right to object to the processing of your data and the right to lodge a complaint with the President of the Personal Data Protection Office (Poland). Detailed information, including information on data recipients, the data retention period, and possible transfers of data outside the EEA, can be found under the link \u201cInformation on the processing of your personal data\u201d.\n<\/p>\n<\/form>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marketing tools offered as standalone services, as well as marketing tools built into digital experience and CMS systems, present a wide variety of features. What is more, when you look at webpages, prospects and whitepapers of such platforms you may get the impression that marketing platforms are ready to use complete systems that will facilitate&#8230;<\/p>\n","protected":false},"author":5,"featured_media":5672,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"class_list":["post-1016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","category-ecommerce-en","tag-cms-2","tag-digital-marketing-2","tag-dxp-2","tag-marketing-automation-2"],"_links":{"self":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts\/1016","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/comments?post=1016"}],"version-history":[{"count":10,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts\/1016\/revisions"}],"predecessor-version":[{"id":6115,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts\/1016\/revisions\/6115"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/media\/5672"}],"wp:attachment":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/media?parent=1016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}