The Impact of Technology on Marketing Strategy

Martech refers to a technology employed in the marketing process to create, execute, manage and measure the performance of campaigns and experiences.  These technologies allow for much more effective results in your marketing campaign as they can reduce workload, increase reach and reduce costs. It is essential that you keep up with the latest marketing technologies, as the industry is rapidly changing. Your competitors are also adopting new technologies to assist with their marketing, and you want to ensure that you don’t fall behind the pack. So here is a list of marketing technologies that will have a positive impact on your marketing strategy:

Marketing Automation:

Marketing automation involves using artificial intelligence (AI) software to automate repetitive tasks. This allows you to use your time and resources elsewhere in a more efficient way, because you do not have to spend hours performing repetitive tasks. Marketing automation allows you to develop leads directly related to your intended consumer and present them with personalized content intended to attract and retain customers. This process becomes much easier with automaton as AI can sort through massive databases to understand customers and the best way to present them with your marketing. AI can then be used to send your targeted customers automated messages on social media, email and text and in turn increasing your efficiency and revenue.

Search Engine Optimisation:

SEO is the process of improving your site so that it is more visible when people search the web for products or services related to your business. Search engines such as Google use algorithms to give users the best result based on their search. The higher up your site shows in Google’s results, the more traffic you will gain. However, as there are over 8.5 billion searches per day on Google with between 50 and 65 billion active web pages. It can be extremely competitive to get your page as a high result on Google. Additionally, 75% of people never scroll past the first page on Google. Making it extremely important for you to get your site to make it to the first page on Google.

Due to the competitiveness to achieve a good ranking in Google’s SEO, it is essential that you use SEO technology, so you don’t fall behind your competitors. Technology can be used to perform predictive analysis on Google’s scoring systems. This technology can then be used to identify potential opportunities to improve your site to increase your SEO performance.

Customer Data Platform:

A customer data platform (CDP) is a centralised customer database that combines data from multiple tools involving interactions with your product or service. A CDP will store first party data from places such as Facebook, Instagram, website and email to gain insight into how the customer interacts with the company. The technology will then use this data to construct a customer profile that can be easily segmented. This segmentation will then allow the company to provide users with personalised advertising and in turn increase their conversion rate and profit.

Cloud-Based Marketing:

Cloud-based services will allow your business to streamline their processes and operations to assist automation, reduce costs, improve collaboration and much more.  Cloud technologies also increase your data security as it is stored and backed up online. It has a high-level encryption on multiple servers whilst complying with privacy and regulation laws. Cloud technologies also allow employees to work collaboratively in real time. Employees can work together from anywhere, at any time, not requiring being together in an office. Another great benefit of cloud technologies is its ability to not only collect and store huge amounts of data, but also analyse it. Cloud-based analytic tools can be used to provide insightful analysis on your customer data. These can then be used to provide you with opportunities to make improvements to ensure that you see the best results for your business.

As technology becomes more and more of a prevalent factor in our society, the marketing industry is no different. More and more technologies are being developed to increase productivity, reduce work costs and increase profits. Marketing automation, search engine optimisation, customer data platform and cloud-based marketing are four of the key technologies being used in marketing today. However, there are many, many more. It is essential for your business to keep up with and adopt the latest technologies available in the marketing world. Failure to adapt to new technologies will ultimately lead to your business’s failure, as your competitors continue to adopt new ways to improve their marketing.