Building a Winning Technology-Driven Marketing Strategy
Day after day, new digital marketing technologies come to market, offering single-point solutions for marketing channels.
The challenge is, how do we connect and integrate the answers into one marketing platform to maintain seamless customer experience.
Whether you want to build your stack or want an all-in-one platform solution, it is essential to narrow down a technology-driven market strategy, because dealing with multiple service providers can be challenging at times.
Here are eight ways to build a technology-driven marketing strategy for businesses of all sizes.
1. Define the Business Problem You’re Trying to Solve – For A Given Campaign
By conducting market research, you may find specific marketing dilemmas that you want to solve for a particular campaign.
Whether you are aiming to build brand awareness, automate marketing campaigns, or put the right message in front of the right person at the right time, this can be done through market segmentation.
2. Learning What Your People Want with the Use of Analytics
Marketing is both an art and science now with marketing technology that can track all aspects of their customers’ journeys. Smart marketers can find opportunities to improve their advertising strategies with analytical tools, such as Google Analytics, Hubspot, or Adobe Marketing Solutions.
This is a great starting point to understand who your customers are, what they want, and how to reach them.
3. Be Agile to Your Marketing Technology Strategy, People’s Needs Change
People’s needs change at different points along their buyer journey. To identify the customer’s behavior, a company may find themselves more agile to meet the needs of their prospective customers by using a multipronged solution like HubSpot that keeps track of what is driving the customer at different touchpoints.
Having an agile strategy means knowing where your customer’s needs and value drivers will map out onto your KPIs. Also, it is critical to identify optimal touchpoints along your customer’s journey.
4. Content is King – People Always Crave (FREE) Information
Even if you use the most expensive marketing technology on the market, if you are not creating value for your customer, your marketing efforts are useless.
At the heart of content marketing is “what goes around comes around.” By providing FREE helpful content that contains value to your target customer, they will likely engage with you, become fans that spread your message, and even buy from you.
5. Contextualize and Personalize Every Strategy – Your Consumer is Most Likely Mobile
Marketing strategies today should be personalized, contextualized, and dynamic. CMOs and CIOs need to work closely together to make sure their marketing technology strategy can meet not only their customer’s personalized needs but also reach them where and when they shop, with a mobile-first approach and omnichannel presence.
Organizations are adopting marketing technology that transforms marketing from a customer acquisition activity to one that facilitates the customer relationship, with targeted engagement and precision impact. This can be accomplished by tailoring personalized strategies for your customer personas with offers that are relevant to them, with mining data techniques, such as purchase patterns, web site visits, and loyalty programs, marketing becomes effective and efficient.
6. Make Sure Your Tracking Every Touch Point Using Marketing Automation, Not Just CRM
The secret sauce is to use the right data to track every touchpoint through marketing automation and data management. CRM, along with marketing automation and data management, is what converts customers.
7. Automate Your Marketing Tasks
Whether you are looking to automate your sales and finance operations with Microsoft Dynamics 365, need a scheduler like Hootsuite for social media, or desire a platform like HubSpot for marketing automation, marketing technologies can save you time and money. By automating tasks such as emails, social media, lead-flow processes, and marketing analytics, marketers can focus on messaging, writing blogs, and growing their brand.
8. Always Look for Gaps in Your Capabilities
Before adding to your marketing technology stack, always define the gap between your digital/omnichannel marketing capabilities and the processes that need improvement today and shortly to achieve your marketing goals.
Need help with implementing a marketing strategy?
The best marketing automation tools are comprehensive platforms used by many professionals, such as Microsoft Dynamics 365, HubSpot, and Marketo by Adobe.
If you’re looking to build a marketing automation platform, consider working with a professional services firm such as HyerTek, who understands the marketing technology industry. To learn more, contact us today at firstname.lastname@example.org.