Marketing Technology: Changing The Way We Communicate
Marketing technology has exploded over the last decade, from advancements in websites, social media, analytics and cloud-based services to the public’s adoption of mobile technologies and integrations.
The digital era arrived some time ago, but 2020 ensured a global adoption. "MarTech" is the newly minted terminology that seems to be taking hold for this segment of marketing.
4 Areas of MarTech include:
Area 1: Channels
Customer-facing channels that are realively within your control, in other words, outside influences are not posting stories about you on them that you can't remove, change, ecetera.
You control the voice on your website, landing pages, social pages, podcasts, for example. It might be helpful to think of these marketing channels like the many stations of media group owns - only your business is the media group.
These channels are typically built by and for you and reside in a place you have a level of control over, such as a domain address, social media address, etc.
Area 2: Measurement Tools
These are the marketing tools used to measure, consolidate, map, and funnel customer acquisition and experience strategies.
They include the customer journey through your channels, the sales acquisition, CRM and are a vital part of automated outreach - the new next phase in marketing.
These tools are still often misunderstood, not only by clients but marketing and advertising agents themselves.
There are several factors that create confusion in this space, the first is that each area in its own right is constantly going through growth, evolution, and upgrades, changing algorithms and best-in-practice strategies - it is a full time job to keep up with the digital nuances in this space.
The second is that the many analytic companies "brand" their offerings so software or like programs can have completely different names and even definitions.
The third is that many agencies and companies are keeping their experts up-to-date with the changes so their in-house "experts" are using practices that are antiquated in today's fast moving tech world.
It is just a few months in the tech world before methods become eclisped by the latest iteration. That is why so much is now in the cloud.
Area 3: Content and Content Tools
From creation and calendaring tools to asset, lead management and distribution platforms, content technology is becoming a nescessary part of marketing, as content is what drives the kinetic movement of the audience across the digital marketplace.
Not only does your content need to succinctly and creatively include recognizable attributes that align your audience back to your business and brand, but it needs to also conform for faster, better share-value.
In addition messages need to have value that align with customer experience in more ways than ever so that variable automation is possible.
Area 4: Intent Marketing
One of the newer (and even less understood) marktech strategies is intent marketing and it combines Areas 1, 2 and 3.
Intent marketing automates the digital customer experience of your brand.
It automates the proactive outreach of content, using stored digital assets and information, at various points of where the customer is in their experience of your brand (where they are in the marketing funnel), utilizing variable data to push the right content at the right time to the right consumer - automatically. It is AI.
Don't sweat it! most companies aren't ready for it, but it is important to plan with Intent Marketing in mind, and it is important to understand that most people are still lacking in their understanding of it - we will get you on track at a pace you are happy with.
In the meantime, there are other areas MarTech effects:
Protocols and Psychologies in Artwork & Communications
As communication systems have their own protocols, for example, icon sizes, font, etc., there is also a psychological effect that technology has on communication through input and adaptation to new technologies.
How much information should occupy a space? How is the information organized? Can a person easily absorbed it?
The human descion making process and attention span is fundamentally changed by technology.
Forecasting, Planning and Measuring
Analytics that track, personalize and measure everything from who an audience is to how they find and interact with a business, even the speed at which they do so, helps marketing understand, align and adjust the message for better ROI demonstrated in sales, abbreviated sales cycles, economized work flow and opprotunities for conversation.
Automation and Scaling
New technology helps businesses scale faster, creating virtual business ecosystems that rely on digital assets and automation to supplement human resources, allowing instant collaboration and the ability to convert and scale faster.
The End-to-End Omni Channel Customer Experience
Marketing technology consolidates customer experiences into personalized channels that enable network sharing of profile information for personalization, a top priority of customer experience.
The SMART Approach to MarTech
SMART strategies offer a wholistic approach to marketing. Offering world-class solutions to every business size do everyone can adapt, evolve and scale at the pace they are comfortable with.