Marketing tech, or martech, is any technology that you use to get your customers closer to your product. While easier in some ways than outbound marketing, setting up and maintaining martech can be a resource-heavy affair. It's important that you're getting the most out of it.
Your company may already be using some level of martech without categorising it as such. Social media companies will use simple ads you place with them to go out and target your customers for you. While this is a simple solution, you know that there are no shortcuts in the ever-evolving landscape of technology.
Whether you're considering martech for the first time or reassessing your setup, navigating your options can be a minefield. Follow these five tips to ensure that you're using the right marketing tech.
1. Don't Overpay For SaaS
It's likely you have some familiarity with the "Software as a Service" model. Subscriptions services like Salesforce and Oracle can alleviate some of the work from your marketing team. These "marketing clouds" can give your team useful data on your clients and their habits.
But do you have the resources to comb through this data?
If you're struggling to cover all of your subscriptions and still not getting what you want out of these services, it might be time to scale back. There's no value in gathering a hard drive full of data that you'll never get the chance to use.
All that data might require a consulting agency to comb through it and make it useful for your team. Marketing tech is supposed to help your company grow. Draining your budget on data might not be your best option.
2. Hire an Influencer
Have you gotten feedback about your products from users? Be sure to respond to them with special offers and promotions. Even a user with a bad experience can be won back with a little bit of charm.
See what kind of social media profiles your users have. Look through hashtags and see where your product comes up. If your brand isn't appearing in social media, hire an influencer to get your name out there.
An influencer with millions of followers or YouTube views can boost your product to a new audience. Hiring an influencer with a lot of followers can also be pricey. More companies are micro-targeting by contacting influencers with small, dedicated followings whose followers are more likely to use your product.
With a little extra research on users, the right influencer could give you a shocking ROI.
3. Let IoT Work for You
Marketing tech doesn't need to involve other people at all. On-staff software developers can help you take advantage of the Internet of Things.
Digitally networked devices can communicate data. Gathering their data can be essential in evaluating how much time users spend with your product, what other products they use it with and what other companies might be trying to analyse that same data.
At-home users will have their phones and devices synchronised with their smart TV. If your company uses an app, think about ways you can integrate your company with martech trends that are responding to cord cutting that's happening at a rapid pace.
If your company produces consumables, are you taking advantage of smart refrigerators or home security systems? Making connections with other companies can bring a boost to both of your products, creating a nice bump in sales figures.
4. Native Advertising Still Works
There is still a place for native advertising in marketing tech. Native advertising that you might have found in newspapers or magazines 20 years ago is now being integrated into digital platforms.
Working with digital developers and designers, companies are matching the look and feel of online publications. Today's native advertising uses the design standards of online platforms by integrating with parallax scrolling and unintrusive popups that appear during video playback.
Using SEO and keywords, some companies are saving money in their marketing budgets by using marketing tech to target customers during the rare times online when a user is sitting still. Ad spending on mobile video has surpassed desktop spending.
Make sure that you're staying on top of marketing tech trends and have enough content to compete.
5. Try Artificial Intelligence
Instead of spending six figures on consultants to handle your data, let AI do the work for you. AI programs can reshape your keywords and redirect your campaigns without extra hassle. In the right hands, marketing automation and AI can revolutionise your customer interaction.
Artificial Intelligence can gather data and predict changes in real time by learning customer patterns and habits. Users might change based on seasonal or emotional shifts but by analysing social media data and changes in pattern, AI can be a step ahead of the most savvy marketing team.
AI still relies on human influence. Creating a portrait of a complex user whose interests shift over time is not something AI can handle yet. But that day is fast approaching.
Even perfecting the timing of emails was a foreign idea years ago. Thanks to complex data patterns gathered over the last decade since the smartphone explosion, email marketing is the cornerstone of martech. Imagine what the next ten years could bring.
The Future of Marketing Tech is Here
Martech is a constantly shifting landscape and moves with each subsequent technological leap. Marketers are breaking ground now by taking advantage of VR technology.
As augmented reality apps and games have reached millions of users, marketers are seeing new ways to engage users and share information about their products. With the GPS data that is often used with these apps, martech can be targeted down to the city block, placing ads on billboards for the exact product that your potential user base needs.
Marketing tech provides marketing options that can cater to the size and scale of any business. If you're still finding it challenging to navigate, contact us with any questions on how we can help your company use martech to work better for you.