The rapid pace of technology innovation has brought huge opportunities to improve the way people’s lives.
As a result of progressive technology innovation, marketers are able to achieve better and more impactful results with the help of a broad scope of solution providers—making the navigation and utilization of the marketing spectrum a less daunting task.
How Marketing is Catching up with Technology?
With the highly competitive field of digital marketing industry, it became necessary for businesses to remain innovative with their marketing strategies. According to Chief Martech, there are 6,829 marketing tools available today.
On average, marketers are using more than 12 different applications, with some even using up to 31 tools to monitor and manage their campaigns.
And with the huge number of tools, platforms and solution providers available, choosing which works best for your brand and campaign have become more complicated than it used to be.
In fact, based on a report by Winterberry Group, despite the abundance of available solutions, brands still lack a centralized system to manage data and their tools, which causes confusion for the consumers.
However, those who are able to figure out the best-suited tools for their marketing campaigns will inevitably see their businesses rewarded.
Here are the 8 crucial marketing technologies that you choose to supercharge your marketing campaign.
#1. Automation Tools
Automation tools don’t only make your lives easier, it also allows you to focus on more important matters in your business. For example, Aritic PinPoint takes care of nurturing both anonymous and identified visitors based on browsing activities.
From there, marketing automation is able to implement ad targeting and behavior tracking. There’s also dynamic segmentation, multichannel marketing, SEO, analytics, among a slew of automated features all in one platform.
There are other marketing automation tools that take care of the tedious legwork of digital marketing. When picking one for your business, take into consideration your budget and what exactly you need. You don’t want to pay $1,000 for a fully integrated platform when you’ll only be needing a few features.
#2. Customized API Solutions
With businesses simultaneously using a number of tools, the agility of software is crucial. Customized API solutions enable software to be repurposed and scaled by connecting third-party data inputs to unified systems.
In SEO, for example, APIs integrate different SEO data. With a customized API, you can request for data already collected without the need to invest in a complex server infrastructure.
#3. AI Services
The increased accessibility of artificial intelligence (AI) to smaller businesses has allowed brands to apply the tech across all touchpoints of the customer’s journey. This allows businesses to track users’ behavior and needs as they change.
When it comes to content, for example, AI can suggest which types of content resonate with your audience depending on which stage of the customer journey they’re in. Or when you have a new subscriber, AI can create an email sequence guiding them on what to do next.
Apart from improving customer service, chatbots can now help with lead generation. For example, it can offer discounted prices on items related to the customer’s previous purchase, while also providing questions to basic queries.This improves the user experience while providing the opportunity to increase revenue.
#4. Innovative Content
The past year saw ephemeral content take over the mainstream, with Instagram Stories reaching 500 million daily active users. By the end of 2020, even your parents were posting stories on Facebook.
With fresh features being regularly introduced by Instagram, the Stories format has made it easier for brands and influencers to get creative with their content. And with searchable hashtags and geotags, it’s also easier to expand your content’s reach. This is why you should also pay attention to making your content integrated across all channels.
The different platforms and formats (IGTV, live videos, podcasts, etc.) allow you to be both innovative and creative in different ways. But while the format may differ, the messaging shouldn’t. The platforms have given you the power to be heard. Make sure your message is consistent everywhere.
#5. Display Ads
Display ads appear in different sections within a web page that’s typically reserved for paid advertising. Compared with native advertising, display ads blend in with the existing page layout, making it less disruptive.
Despite a growing number of users having learned to tune out display ads, Facebook continues to benefit from it. As with a lot of things happening in 2020, taking a mobile-first approach will be key. According to Statista, Facebook is set to hit $31.43 billion in display ad revenue – a 4.9% growth compared to 2019.
And with video display ads forecasted as the second highest ad spend platform in 2020, brands would be wise to take advantage of the increasing Facebook user base and the sustained allure of videos.
Image source: https://econsultancy.com/capturing-micro-moments-answer-boxes-for-content-success/
Google defines micro-moments as a new consumer behavior that clearly and concisely delivers marketing messages in a matter of seconds. This is key as the dwindling attention spans have been nurtured by shorter and shorter content.
The key to taking advantage of micro-moments is to be where consumers search for information. Whether they’re looking for a specific geolocation (Google Maps), the best places to go to in a city (YouTube), or the latest gadget (Amazon) – brands need to have a presence in different platforms, instantly.
#7. Quantum Computers
As pointed out by Forbes, Google, Microsoft, and governments are making significant investments in quantum computing. The reason is they believe it to be a revolutionary tech that has the potential to disrupt virtually every industry.
In a nutshell, quantum computers have the ability to analyze large quantities of data.
This means that when applied to online security, it would render present data encryption
tactics obsolete. When it comes to machine learning, its ability to sift through massive
amounts of information can improve AI exponentially. Similar to AI, it could take a while before it becomes accessible to most businesses. But as always, those who invest early will be able to reap its benefits the soonest.This means that when applied to online security, it would render present data encryption tactics obsolete.
#8. Visual Search
Visual search enables people to search using an image instead of keywords. And it is bound to take businesses to new heights in 2020. Pinterest’s Lens, for example, allows people to take a photo with their Pinterest app camera of any object. This can yield results, for example, of similar products and where they can purchase it online.
Image source: https://marketingland.com/pinterest-signs-visual-search-advertising-deal-target-license-lens-technology-224883
The potential for visual search is vast. Say you take a photo of a book, this can result in reviews and additional information about the title and author. It can do the same to a landmark, painting, dish – and virtually anything you point your camera at.
When it comes to business, it won’t take long before you take a photo of an object and you can get results of where to purchase, price comparisons, and some influential people using the product.
Technology has provided businesses with all the tools they need to be successful. How they take advantage of it is up to them. Did you find these tips useful? Let us know in the comments section below.