The benefits of Marketing Technology (MarTech) and why it’s important for your company

In order to stay competitive your company needs new ways to attract and communicate with your target audience. A good way to do this is to use Marketing Technology and tools that improve your marketing communications strategy and allow you to connect with the right prospects at the right time.

These Marketing Technology tools also allow you to evaluate their effectiveness which in turn allows you to attribute your efforts to a return on investment. Marketing Technology has transformed Marketing Communications by making campaigns more personlised and immersive while creating digital ecosystems that are more collaborative, integrated and focussed on attribution.

It’s not just the digital interface between people and brands that have evolved. Marketing Technology has enabled companies and individuals to track their projects in an increasingly remote workplace. Web-based project management tools like Asana, Basecamp or Trello allow teams to work efficiently and share access to documents whether in a remote or traditional work environment. These applications easily read your data to create customised reports and dashboards to understand your effectiveness.

Data, analytics and attribution
An important Marketing Technology to incorporate is marketing analytics. Tools like Google Analytics is an easy way to track the performance of your website and have an understanding around what organic searches are driving traffic to your website. If you know what search terms are being used to find your website you can use that data to increase your marketing presence. Keeping an eye on your email and social media marketing analytics is also important – if you’re not getting clicks on outbound emails or social ads, then you shouldn’t spend money to run those. Use your money wisely on Marketing Communications that are getting views and are providing attribution.

Market research
Instead of following every marketing trend, you can spend part of your budget on Computer Aided Technology (CATI) or digitally distributed research surveys to get an idea of ​​where your audience is consuming. Current technology helps data and research companies collect large amounts of market data for you to then use and reach specific markets. For example: maybe your target customer doesn’t read print ads or billboards; so there isn’t any point spending budget there. The only way to find out is to execute a digital marketing research strategy and then use the information to your advantage. Use data and incorporate research into your marketing plan to discover the best way to reach your customers.

Automate workflows for an easier life
Automation helps you save time and money. If you can spend less time on repetitive human tasks, marketing automation should be a part of your marketing strategy. There are quite a lot of products and tools on the market that are inexpensive (or have a freemium model) that can be used to automate recurring tasks like email marketing, behavioral targeting, lead prioritisation and personalised advertising.

With the help of data and software, Marketing Technology has changed how we market and is one of the most important considerations for a modern marketing strategy. Planning and sticking to budgets is much easier when you have Marketing Technology tools that measure your impact and give you granular attribution to a KPI (Key Performance Indicator). Additionally, planning a marketing campaign can be more precise when you have historical data from past campaigns to guide you.

McKenzie Williams is a Marketing Integrator, embracing Digital Workplace Transformation to provide businesses with a senior, remote workforce you can trust.
We provide the objectivity of an outside counsel with the connectedness of an in-house team.