Today technology is used in every facet of marketing. Marketing as a discipline is changing and marketers need to adapt to the changing technology landscape. IDC predicts, spends on marketing technology will reach $32.3 billion by 2018. According to credible sources, 65% of senior marketing executives plan to increase marketing technology spends.
With so much marketing technology around, marketers at times can get overwhelmed. There are so many companies selling marketing technology that there is too much gratuitous stuff out there. Due to this most marketers till now have steered clear of marketing technology and this is the reason why its adoption and implementation is abysmally low.
Now this is clearly a wasted opportunity since most marketers who have adopted marketing technology have reported rapid and significant improvements in ROI. In order to help marketers make the most of this technology we provide a set of programs that every company needs to give a serious thought, in an effort to scale leads, opportunities and ultimately revenues.
Search engine is one of the most important avenues through which users arrive at your website. Search engine marketing helps you to get more qualified leads through both search engine optimization and pay per click advertising. Your landing page becomes all the more crucial if you have to convert your leads to conversions. You have to give your users what they are seeking in a simple yet effective manner. There might be a need to test different landing pages depending on who you are targeting. Technology can help you do this in a dynamic and cost effective way. There are specialized tools for programmatic buying, attribution systems, tracking systems, consumer insights, conversion optimizers, campaign management, reporting and dashboards.
Remarketing is a very effective use of technology in order to follow your website visitors to other resources on the internet. You can target people with specific offers who have shown interest in particular product or service of your company. The conversion rate is high in this type of targeting since you already know what people are looking for. You can easily set up the technology needed to implement this in your digital marketing campaigns.
When a visitor finally lands on your website it is expected that you convert the users into what you want them to do. This could be filling out a form or at least collecting their email addresses. But for that you need to have the right strategy in place like an outstanding offer or a marketing app that can do the trick for you. Conversion optimization technology can help you do this with minimum human intervention.
Analytics helps you understand where your marketing dollars are going and how effective it is in improving your company’s revenue. There are many tools available today that can measure the performance of your ads, offers, digital channels and technologies. This way you can only pursue the campaigns that makes sense to you and scale down or end those campaigns that don’t.
Google Analytics is the most widely used analytics tool. You can analyze your return on marketing investment or ROMI, using the marketing intelligence platform MiDash.
Marketing automation is a class of software that automates, streamlines and measures marketing tasks and workflows. All this helps companies to increase operational efficiencies and scale revenues faster. Marketing automation can be thought of as the technology that brings it all together. It includes among other things, analytics, tracking, and online forms. You get a clear picture of what people are doing once they land on your website. This way you can personalize your website content, create better email campaigns and bridge the gap between sales and marketing. You can send automated alerts to customers, nurture lead scoring using information from your CRM tools and third party sources.
This is the state of marketing technology today and things can only get better! Let us have your views on marketing technology and its various benefits!
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