The marketing technology landscape is overwhelming, with new tools launching every week and promises of innovative AI shortcuts and integrations across every channel. But here’s a truth: you don't need every marketing tool available.

So, what do you actually need? Here are the tools I would consider investing in.

Discoverability isn't about dominating the top spot on Google Search results anymore. Your brand now needs to pivot to a three pillar strategy: social media, AI search, and traditional search engines. Brands that adapt their discoverability strategy fastest will capture the most attention.