6 Marketing Technologies Every Company Must Use
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Marketing has been on the road to transformation for a while now, keeping in view the tremendous evolution of technology in the sector; This has led to marketers becoming increasingly aware of the latest tech and the benefits it brings to the table. However, there are a lot of them out there who are reluctant when it comes to adopting the said technologies, and they are not entirely wrong. Marketing technologies can be intimidating and pose a deep learning curve but are significantly useful tools which can revolutionise the marketing game of your organisation.

According to Statista, the marketing technology industry was valued at over $121 billion with a year on year growth of over 22 per cent. Number-wise the industry is pacing at breakneck speed, however, adoption-wise it falls a little behind.

The ultimate goal for any organisation is revenue growth, and the adoption of marketing technologies allows you to optimise your time and efforts which in turn yields notably better results. 

Here we have for you a list of six marketing technologies which can get you substantial ROI-

Marketing Automation

Simply put, it is the process of using software to eradicate the need of performing redundant and repetitive tasks to optimise sales. It helps you garner a deeper understanding of your audience and allows you to shift your focus to core operations. Marketers can use automation systems in varied ways, to outline a few-

  • Helps in leveraging cookies- Marketers can leverage cookies installed on the website to track their visitors' activities throughout the website and trigger profile data based on their actions.

  • Leverage forms for contact details- Marketing automation makes it super easy for the sales team to qualify their leads as it can analyse the data in the forms and place leads in different categories based on the closing rates.

  • A mix of inbound and outbound marketing- Marketing automation promotes a combination of inbound and outbound strategies based on the data collected in the past and allows marketers to generate better sales leads.

  • Automated emails are one of the essential tools for any company. Email marketing provider Sender.net offers a sophisticated feature for automating daily tasks and create advanced workflows for different occasions. From welcome emails series to abandoned cart, feedback emails, etc. The tool allows you to build various automated scenarios to ease the operations and improve interactions between the company and its clients.  

Not just these, marketing automation also helps with tracking marketing files, real-time sales alerts, lead scoring, reporting, and much more.

Customer Relationship Management (CRM)

CRM programs or softwares are designed to manage customers and enhance their interaction and experience with the company's services or products ; It is an efficient tool if you are looking to personalize customer relationships and can help you garner their loyalty and drive business growth significantly. CRM is used by marketers to enhance their post-sales service and allows integrations with other apps and channels to create efficient workflows and automate the sales process. 

There are several benefits of using CRM software such as-

  • Improved customer retention

  • Enhanced content management

  • Increased accuracy of data and other metrics

  • Increased lead generation

  • Better sales management

  • Enhanced sales forecasting

Marketing is not restricted to a particular domain and CRM helps marketers perform relevant operations across all fields. It helps in monitoring new leads and logs notes to help generate a powerful follow-up. It can also help with automating emails and drive email marketing campaigns. CRM helps in providing insights into consumer behaviour and can also perform ROI analysis on our new strategies.

Marketing Analytics

Marketing analytics is the practice of measuring the marketing performance of an organisation to increase the efficiency of their campaigns. Apart from general trend monitoring for sales and leads it also allows marketers to take a deep dive into the preferences and trends of the targeted customers. Marketing analysis can help marketers with-

  • Product designing- With insights into the likes of the targeted consumers, marketers are able to design a product or service better.

  • Customer survey- By analysing the keyword frequency data, marketers can infer the customers' priorities and act in line with the same.

  • Industry trends- If we have insights into the preferences of a consumer, we are better equipped to understand the industry in general.

  • Customer support- By leveraging the data provided by our customers, we can optimise our services to fit the preferences of our customers better and provide them with better solutions.

Marketers who swear by these five easy tips will easily be able to ace their marketing analytics initiatives-

  • Start with keyword research

  • Set up paid marketing campaigns

  • Analyze the data and results

  • Natural search implementation

  • Repeat Ad Nauseum

Marketers who swear by these five easy tips will easily be able to ace their marketing analytics initiatives

Conversion Optimization

There are two effective ways of generating more revenue- drive traffic to your website to increase sales prospects or improve the effectiveness of your website and services to jump sales at the same rate of traffic. Conversion Optimization lays its focus on the latter approach. Here is how you can get on with it-

  • It starts with marketers evaluating their site's sales funnel and identify ways in which they can improve their customer experience.

  • The second step is to come up with a hypothesis and create separate versions of the landing pages.

  • The next step is to formulate the hypothesis with the help of A/B testing.

  • The final step is to compare the lead generation of both and implement the variation that generated better results.

There numerous elements that can be changed while designing landing pages such as headlines, colours of design elements, placement of buttons, layout, CTA, media and much more. What marketers need to focus on is providing the best possible experience to their customers.

SEO/ASO

Search Engine Optimization and App Store Optimization are the most commonly used marketing tools, but their importance can simply not be stressed enough. SEO is an optimising process to better position your website, increase the quantity and quality of traffic to your website by getting to rank on the search engine organically. App store optimization, on the other hand, is the process of optimizing an app to rank better in an app store and generate more downloads. Both these tools work towards a common goal of increasing the benefactor's ranking. However, the process of both is entirely different and requires additional expertise in channeling all the associated tools.

Both these techniques help in -

  • Tracking KPIs- ASO operates on top chart rankings, conversion rate to visit, conversion rate to download, user ratings and reviews, organic downloads, active users, and such. Whereas, SEO operates on link profile, keyword ranking, CTR, organic traffic, bounce rate, revenue, and such.

  • Enhance visibility- ASO visibility is mainly generated from search, explore, top charts, similar or featured apps, and SEO visibility is generated from search engines and discovery.

With more and more businesses focusing on increasing their digital presence, it is strongly recommended for almost all businesses to create a website as well as a strong marketable mobile app that can significantly increase their chances of showcasing their services. SEO and ASO are the best tools to help you get right where you want to be.

Campaign Management

With digital marketing on the rise, it has become crucial to manage the execution of all deliverables of a campaign. Campaign management applications help marketers in segmenting, targeting, and managing a multi-channel campaign to analyse and track their performance. It starts off with the conception stage wherein campaign management tools are used to identify relevant parameters such as industry trends, customer preferences, and such. Then the marketer devises a strategy and deploys all necessary tools to execute the campaign. Once the campaign is live, marketers need to evaluate its performance and map the data to optimise it while it's running. Campaign management tools can help marketers with-

  • Lead time reduction

  • Greater personalisation

  • Better coordination

  • Simplified planning

  • Thorough evaluation

Marketing campaigns can be a great hassle to design and execute; Still, with campaign management applications, they will be able to focus on achieving greater efficiency in a notably reduced time frame. 

In today's competitive landscape, the adoption of such technologies has become more important than ever. With these six tools in the cue, you will be equipped to achieve greater efficiency, significantly increase your ROI, and better positioning in the industry. 

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