Marketing strategies are growing in complexity every day. From social media advertising, mobile advertising, and content marketing to paid advertising and email marketing — how are today’s organisations keeping up?
It’s all about the technology. Through automation, data collection, scheduling, tracking, and big data analysis, companies are able to leverage new advertising strategies without a significant increase in costs. Marketing technology, also known as ‘Martech’, gives companies everything that they need to create and optimise comprehensive marketing campaigns from scratch. This new buzzword isn’t just a fad or a trend — it’s here to stay.
Analytics: get the most out of your organisation’s current strategies
Modern businesses thrive or die according to their data. A complete analysis of your marketing data can be used to identify which strategies are working and how effective they are . Collecting and analysing data is often the only way to truly quantify how effective your marketing tactics are. Through analysis, you can track how many new users you’re capturing, how many users return, how active they are, and how interested they are in your brand and your products.
Often, analytics is the first sign that something has radically changed within the marketing environment. A sudden decline in traffic could indicate a problem with the corporate website — one that needs to be fixed quickly before the damage becomes permanent. Conversely, a large increase in traffic could indicate a viral piece of content, which the company must move swiftly to capitalise on.
A popular example of analytics in action is Google Analytics. Google Analytics is a free platform for the analysis of the company’s website as well as online advertising strategies. Through Google Analytics, businesses are able to track everything from user demographics to real-time user activity. For more information about what metrics to look at, check out our blog ‘The guide to marketing metrics that matter’.
Content Management Systems (CMS)
Companies are increasingly moving towards content management systems (CMS) rather than developing their own websites from the ground up. Content management systems are pre-built websites that can be customised in look and feel and are designed primarily to post content with ease. The benefits of a content management system are significant:
- Reduced maintenance and development time.
Rather than having to design and develop a website, a company can instead deploy a CMS and then customise it to suit their needs. This CMS is updated and maintained by other companies.
- Improved search engine optimisation and social media sharing.
Content management systems are developed with improved SEO in mind from the beginning. IT also comes pre-loaded with easier features for social media sharing — making it easier to kick-start a campaign.
- Advanced eCommerce and analytic services.
Whether built-in or included through add-ons, content management systems have eCommerce and analysis functions that can be deployed with the push of a button. These systems are extremely complex to develop from scratch.
- Tools for marketing automation and optimisation.
Rather than having to post content regularly, marketing automation provided by content management systems can schedule your posting and automatically update social media accounts.
WordPress, Joomla, and Drupal are all popular content management systems. Squarespace and Shopify are also other additional eCommerce-focused systems. It is important that you do a thorough research on these platforms and seek recommendations on which works best for your business. Moving to a CMS can be time-consuming and costly, so it is important that you choose the best fit for your business.
CRM and marketing automation
Customer relationship management (CRM) suites are designed to track the interactions between a customer and a company — in other words, it creates a chart of the relationship that the customer has. CRM solutions are designed to collect and analyse large volumes of marketing data, and they can also be programmed to react to this data. A few examples include:
- Emailing customers who haven’t made a purchase in a while.
- Sending important data to customers who make the most purchases.
- Automatically scoring leads who have not yet engaged.
While customer relationship management suites collect information, marketing automation uses this information to reach out to them. Together, CRM suites and marketing automation saves time, prioritises efforts, and improves upon efficiency. Salesforce, HubSpot, Adobe Suite, and Mail Chimp are all examples of customer relationship management and marketing automation solutions.
In addition to general relationship management solutions, there are also marketing technologies that help to create paid advertising campaigns and manage it from start to finish. These include GoogleAdwords, Facebook advertising, LinkedIn advertising, and much more.
Companies need to get on board with martech if their digital marketing campaigns are to be successful. With the current technological improvements such as AI and machine learning, martech is becoming non-optional for those who want to remain competitive. If your company isn’t using martech, your competitors likely are.
To avoid the risk of getting left behind, you need to become aware of the strategies and technologies being used today. And this is where your peers can step in. TEC gives you connections throughout the industry that can help you explore new techniques that can improve your marketing strategy. Contact us today.