How Technology is Changing the World of Marketing
Over the last century, we have seen more technological innovation compared to the rest of human history put together, and the pace is only increasing. Businesses that stay attuned with these innovations and leverage them have an edge over their competitors. In order to cut through the noise around us, marketers have kept finding new ways to reach their audience and engage with them in meaningful ways. Thus, technology becomes a crucial element for their strategy. There are some technology solutions that the marketer of today must evaluate to get ahead of the curve.
Consistent Omnichannel Experiences
A generic outreach is not enough to secure the right attention in the crowded space that there is today. Customers today are looking for highly tailored and personalised experiences across touchpoints.
Experience management platforms, such as Drupal and Adobe Experience Manager, help marketers enhance the value of their brand by presenting a personalised, contextual, and consistent omnichannel experience. These platforms allow marketers to manage their content assets with ease and create personalised experiences for their consumers. Consistent omnichannel experiences, in turn, enable brands to deliver effective brand messages.
Marketers need to ensure seamless lead generation, management, and nurturing for their businesses. Hence, they are increasingly opting for marketing automation to perform repetitive marketing tasks.
Marketing automation tools, such as Marketo, Salesforce, Hubspot, and MailChimp, help marketers to automate workflows for delivering effective marketing campaigns and increasing revenues. These tools help repurpose, distribute, and promote effective content to help businesses reach their target audience across channels and segments.
Marketing automation helps marketers with persistent and targeted efforts to increase reach, engagement, website traffic, along with establishing the brand as a thought leader. It marries content with analytics to deliver the right message to the right person at the right stage of their customer journey. Customers are more receptive to such campaigns and become a part of the brand story. Needless to say, such stories last much longer and drive better RoI for brands and customers alike.
The best place to hide a brand is on the second page of Google search results. If customers and prospects have to search far and wide to find a product or service, then it is not being marketed well.
Performance marketing is a great way to increase a brand’s visibility and have it appear on the first page of search results. Marketers are increasingly using retargeting, ad tracking, and attribution software, combined with search and display ads. In addition to this, marketers are using data to find platforms where consumers are spending time and showing interest. This knowledge helps in making more results-oriented decisions regarding marketing spends.
Before the advent of digital marketing, gauging the impact of campaigns was close to impossible. Majority of marketing decisions were based on intuition, rather than being backed by data. As the digital footprint of brands began affecting purchase decisions, marketers started focussing on online brand presence, activity, and customer sentiment.
Technology has made it possible to measure the impact of online campaigns on customers and prospects. Marketers can use Google Analytics, Facebook Analytics, and other tools to assess quantitative metrics such as reach, impressions, engagement, etc. Moreover, social listening tools, like Talkwalker and Meltwater, can be deployed to understand consumer sentiment. Data Visualization tools, such as Tableau, Power BI, and Google Data Studio, can help marketers easily view, analyse and consume data through reports and dashboards to gain actionable insights.
Going forward, the world will belong to those brands that can identify the best ways to leverage technology for marketing. Marketers will have to be on their toes to keep up with technology, which will be key to staying ahead of their competition.
- by Raman Mittal, CMO & Co-founder, TO THE NEW
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