technology44

Marketing Technology: Who Is in Control?

  |  June 23, 2014   |  Comments

This is the year to take back control of marketing technology and unleash the number of opportunities there are to create a positive impact on your company's bottom line.

The benefits of technology are clear - or are they? The Internet and the rise of digital have irrevocably changed the path of humankind, but when you consider the digital age is arguably the first "industrial revolution" to destroy more jobs than it has created, do we all agree that its influence is wholly positive?

Clearly we're not yet at a point where humankind is at risk of being overpowered by Artificial Intelligence, as depicted in countless sci-fi movies. However, what we are facing is a real struggle to harness the full power and potential of technology. We can be its slave even if it can't think for itself.

From a marketing perspective, the pace of change has largely been beneficial to the sector, as new technologies have presented exciting opportunities and capabilities for marketers. But the question we must ask ourselves is: are we really in control of our marketing technology?

As marketers, we should consider whether we are simply adapting our marketing strategy and approach to meet rapid technological advancements, or if we are actually identifying the technology that best services our needs. Where does this leave enterprise marketing automation? Is best practice possible if you're changing the fundamentals of your organization and its objectives to suit the technology?

Mix and Match

Regardless of whether you are investing in a single marketing technology or several, it is imperative to clearly establish your target audience and consider whether the new technology makes them more accessible. If it doesn't, immediately question its role.

Make sure you have prioritized your target sectors and defined what each is looking for, as they will inevitably have different ambitions and needs. You wouldn't book a flight if it didn't take you to where you need to go, and implementing any kind of new marketing technology should be no different - make sure you are heading in the right direction, especially before you make the investment.

Outwit Your Rivals

It's fundamental to define the sectors you're trying to reach and to implement the technology that will enable you to do so. A bigger challenge lies in developing an approach that is truly innovative and will enable your brand to stand apart from competitors. There are many ways you can achieve this: create stunning content that will hit your target audience right between the eyes and develop impactful messaging that will grab their attention; don't be afraid to try something different if your current strategy has become overly safe, or stagnant, or is not wielding results. A good vendor should contribute new ideas or ways of thinking during this process, too, and help you to develop a program that is bespoke to your organization. Furthermore, always be receptive to expanding your skill set and knowledge base, so you can ensure your marketing approach continues to meet your customers' needs.

Keep Your Eyes on the Prize

It's crucial to measure the impact of any new tactics you're planning to implement, so it's essential to benchmark your current activity so you can understand the impact of any new technologies you put in place. Identifying how many suspects turn into prospects before a new technology platform is implemented will provide you with a benchmark by which to measure the success of all future activity. Once an automated solution is in place, it is important to conduct regular reviews of the program to understand how successful it has been and establish how the outputs compare to previous models. On this basis, it's vital that marketers take their time to ensure all necessary measurement capabilities are in place and avoid rushing into any buying decisions until they are.

Be a Master, Not a Slave

To have the best chance of meeting your marketing objectives, it is vital that you are in full control of the technology available to you and that you are maximizing its capabilities. Take the time to do your due diligence and understand what your various audiences are looking for and, therefore, how you can reach them. Implement a technology that meets your, and your customers', changing needs and select a vendor that provides consultancy and overall service rather than software in isolation.

2014 is the year to take back control of marketing technology and unleash the number of opportunities there are to create a positive impact on your company's bottom line.

And who knows, failure to do so and marketers may be facing their very own march of the robots....

Hasta la vista!

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Steve Denner

Denner is the co-founder and director of Adestra, and is highly experienced in developing email solutions, having headed up teams responsible for bringing four separate email applications to market. A veteran of 13 years' experience in the industry, Denner has worked with many organizations on delivering technical solutions to real business challenges and goals.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...