Applying technology in Digital Marketing – Part 1

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Part 1: The role of technology in digital marketing

In simple terms, in the midst of the transition through digitization from traditional to digital marketing, technology is the key to founding and performing of it, at the same time creating tremendous added value to sales support activities.

According to the media, technology has completely changes the way of working, studying and living all times, in all circumstances of life. In fact, its impact is much more: all payment transactions, daily tasks, interactions can now be done with a smartphone, which means technology is permeating every corner of life. And marketing, the field that brings forth product value to customers, is no exception to this trend. After all, the success of a marketing campaign relies on resulting customer experience and behavior.

Part 1 of this article will delve into applicable technologies in each step of the marketing procedure. Meanwhile, part 2 will mention standout technologies, along with real experience.

1. Market research

The most basic yet most important step of marketing is to understand the market, know who the customers are, what they need, and what problems they have in the business field. In the past, the surveys used to extremely difficult when the interviewer/ researcher directly met individual respondents, sent a questionnaire and waited for a very long time to get, or even not recognized the feedback constructive. Today, however, with the aid of social media and data analytics, they can be done with ease.

Social media has made gathering market information and customer multi-dimensional feedback much easier and more diverse. CRM-based control and optimization of data now allow classification, filtering, and re-using of data.

Even tougher tasks like data analysis and usage are now easier with the help of Bigdata, AI, and machine learning. These real-time technologies provide great assistance in data analyzing, classifying, processing raw data into values, labeling data, as well as efficient data orientation.

2. Building a content campaign

Content marketing is crucial regardless of age and time, being the core to efficient marketing. At the moment, most marketers still utilize traditional methods in understanding customers and building foundation content campaigns that cater to each step in the customer journey. Yet, to be able to get the right content to the right customers, at the right time, to the right location… those are the story of technology.

Customer classification (that may be done basing on geography, gender, shopping habits, financial situation…) and pinpointing necessary content to each of these classes will increase the effectiveness of content marketing campaigns, as well as save costs and resources. And the advent of technologies such as Customer 360 or CDP (Customer Data Platform) allows matching of customer behaviors, habits, and characteristics on all channels to suitable contents, assisting greatly in customer analysis.

The impact of technology does not stop at a general scale but spreads to detailed steps in the work of content marketers. In fact, it helps in accelerating basic content marketing tasks like making videos, blog posts, presentation materials, websites and so on. The assistance of SEP and SEM also adds to the optimization of content marketing, much to the customers’ marvel. It can be said that, if content marketers are storytellers, technology makes the act of content marketing more attractive and more diverse to their listeners.

3. Interactive channels

There are multiple tools in marketing, yet in the end, they are still just tools. It is content that lays the foundation for the success of a marketing campaign. However, this success will be amplified with the efficient use of these tools.

“Marketing Automation” is considered the word “hot”, especially in B2B Marketing in these recent years, with the most popular application being email marketing using MailChimp, Marketo… Businesses can choose to deploy partial or full deployment of it, depending on their scales and demands. Social media management is now also supported with multiple tools like Sprout Social, Post Planner, AdRoll…

In case a business want to fully deploy marketing automation, choosing a professional agency for support is the optimal choice. While self-adoption is possible, marketers will need to estimate deployment time and risks, as well as accept alterations during deployment. For marketing automation support tools, businesses can choose among effective ones like Marketo, Eloqua, and so on.

4. Customer finding and caring

With the aid of technology, marketers now have great opportunities to approach, seek, and increase the number of lead/active lead/potential customer. Attained knowledge in potential customer interest will also help in awareness and consideration increasing campaigns, which will lead to actual acts of buying. With the inbound lead, Adobe and Sitecore can assist in behavior tracking for effective re-marketing campaigns, while Outbout lead will focus on the quality of customers instead of just data gathering.

Caring and improving customer experience will lead to loyalty strengthening, and this task can be made much easier with the aid of technology. It is important to note that new customers are small in comparison to those moving from other brands and already existing ones, and loyalty is thus crucial. For many businesses, this means gathering customer data via social media, groups, communities, emails, search optimization, mobile ads… are top priorities.

5. Conclusion

It is obvious that technology has changed our lives, work, and behavior. Yet, it can also be a trap that bounds us, pushes us to lose creativity and independence if lacking a suitable strategy. In the end, tools are only tools. And marketers need to the ones to know how to use them.

Part 2: How to improve Marketing efficiency through technological applications.

Jenny Nguyen

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