How to use technology to amplify, automate, measure and adapt your marketing plans.
What are you aiming for? [Set your goals]
Technology and data can help you achieve your objectives more easily and more cost- and time-effectively. Be sure you have set those all-important objectives, and then start building out goals for specific channels and tech.
For example, if you have an objective to increase conversion around a certain client segment, you would use data to build a picture of that current demographic, and their relationship with your business currently.
Next, articulate, and assign numbers to, the change you’d like to see, such as # more engagement on LinkedIn with senior C-suite decision makers, or % increased attendance at hosted events.
What technology could you use to better measure the relationship? What automation could best deliver content to the target audience? Which channels are they currently using? How could their experience be personalised?
How will you achieve your goals? [Know your MarTech]
We have data falling from the heavens, but not much idea what to do with all of it.
In fact, only 47% of marketers say they have a unified view of their consumer data. So, in 2020 it is vital to take control of all this data to harness its real power.
MarTech (shorthand for the intersect of marketing and technology) allows you to analyse huge amounts of data and get real-time insights. It can also play a starring role in the implementation of your plans.
John Koetsier, mobile economist at Tune says:
Every piece of technology a marketer uses to reach a potential customer is MarTech, from an email marketing system like MailChimp to social media marketing platform like HootSuite.
Remember that MarTech is not a replacement for human connection and effort.
In fact, it should free up time to spend on the high-value personal aspects of your marketing campaigns, such as delivering engaging messages to strengthen customer relationships.
To learn more about MarTech, why it is important and how it helps your deliver on your marketing and brand strategy, click here.
Where will you meet your audience? [Omnichannel stack]
Echoing the client-centric approach discussed in the last blog, omnichannel marketing puts the customer at the nucleus of all marketing activities and aims to unify the Customer Experience (CX).
Omnichannel marketing is defined as a cross-channel marketing discipline that aligns content delivery across various marketing channels to provide seamless and consistent content experiences across the buyer’s journey and beyond.
Omnichannel marketing acknowledges and addresses the fact that the modern customer is no longer confined to a single platform, and therefore, strives to deliver a smoother buying experience to customers regardless of the channel, platform or the stage of the buyer’s journey
- Indrajeet Deshpande, Marketing expert.
To learn more about what to consider when buying the right tech, read 'From MarTech silos to an Omnichannel stack'.
A final tip
Alexa and Siri are now a part of our team, be sure to optimise your website for voice search
In 2020, it is estimated that 50% of all searches will be voice searches, which means that Alexa and Siri are now a part of our team.
With 31% of smartphone users worldwide already using voice searches at least once a week, this is sure to be one of the biggest trends for 2020. Be sure to jump on the bandwagon and optimise your site for voice search.
