Think about what your marketing team does. Now think one step beyond it. Think about all the moving parts that support your marketing. The software, the analytics, the technology. How well do you make use of marketing technology to go above and beyond?
Turns out, only 40% of companies use marketing technology for hot and current topics like social media. That means 60% of companies are missing out on the benefit of new marketing technology to drive their competitive advantage.
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New marketing technology has the power to change the game in marketing, allowing you to better understand–and better serve–your customers. Here are a few key pieces of new marketing technology your team should use.
What is Marketing Technology?
Marketing technology, or martech, is a combination of technology and techniques leveraged by digital marketers to drive their marketing efforts. This could be almost anything, from advertising to analytics.
You’ll often encounter the phrase martech stack, which specifically refers to the technology that a marketing team uses to improve its marketing efforts. This could include everything from legacy databases to cloud-based solutions. The average organization deploys an astonishing 91 different tools in its martech stack.
But for marketing success, the trick isn’t having the biggest tech library. The trick is to find the right combination of technology to drive your desired results.
The Best New Marketing Technology
The best new marketing technology is designed to leverage what your customers want. They want personal interaction. They want conversation. They want personalized content.
And in a world where your site could have thousands of visitors a day, the right marketing technology allows you to provide that unique, personal experience no matter how many new visitors you get.
Integration of Martech (Marketing Technology) Stack
The first item on our list isn’t a piece of technology so much as a technique–integrating your martech stack. As noted earlier, only 40% of companies use martech for the latest topics and channels. That means that by and large, martech isn’t integrated into your hot-button marketing efforts.
Think about the technology you already have. Chances are, you’ve got the basics–email marketing, CRM, content optimization, and the like. The catch is that these technologies live in isolation from the rest of your marketing process and apart from each other, even though your marketing process isn’t a series of discrete environments.
In years to come, the best marketers will integrate their stack into a single well-oiled machine, rather than a kit of parts.
Session replay is like hitting rewind and replay–on your user’s session. This blog article explains it well, but basically, session replay elevates traditional digital marketing technology by putting the trees back in the forest.
Traditional marketing analytics turns users into numbers, like bounce rate or page views. Session replay puts those numbers back in context. Rather than viewing user activity as isolated numbers, you can see the user as a complete picture by watching the user’s progress through your site as if it’s a video.
This allows you to see how users actually engage with your site in the course of a real session, which makes it easier to optimize your site based on real user behavior.
Content Marketing Technology to Drive Authentic Content
Users know that marketers have a huge amount of data about them. They also know that marketers have the functionality to drive a unique experience. And these days, when most users get their content from social media–in a casual social media tone–they want other online experiences to be equally casual and authentic.
The best tools in today’s content marketing technology stack are those that allow you to generate authentic content for your target audience. A great social media tool, for example, will enable you to write posts from a bird’s eye view to create an overarching content strategy while still allowing you to provide an authentic touch.
It’s official: artificial intelligence is here.
No, we’re not talking about JARVIS or HAL. But artificial intelligence that learns user behavior can help you deliver a unique, tailored marketing experience for individual users.
A good example of this is the Mastercard Facebook Messenger chatbot. A user could message Mastercard on Facebook as though messaging a friend. The chatbot then uses natural language processing software to decipher what the user wants and then responds as though it were a real person.
AI is also driving major technology changes across marketing, from email automation to personalized recommendations. Basically, in areas where you need someone to analyze data but can’t spare a person for the task 24/7, AI helps pick up the slack. It also allows you to engage directly with customers as if you’re having a real, personal conversation.
Last but not least is programmatic advertising, which is an extension of AI. This technology uses AI to automate ad buying in order to target more specific customer audiences. Basically, the ad buyer decides what impressions to buy and how much to pay for them, while publishers use a supply-side platform to sell ad space.
This isn’t just a rising technology–it will dominate the ad sphere. It was predicted that programmatic advertising would occupy 86.2% of digital ad space by 2020, and that number will only go up as AI becomes more advanced.
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Make the Most of New Digital Marketing Technology
New digital marketing technology allows you to take your marketing by the horns, take the guessing out of marketing, and deliver exactly the experience your customers are looking for. What’s not to love?
Looking for more great ideas to drive improvements in your digital marketing? Make sure to check out our blog for more great tips.