Technology is causing a real revolution in the marketing world and now is the time to take advantage of it. Digitization is getting higher and higher and every business should get ahead of it and know the new trends of technology in marketing and how can both be related to having a strong relationship.
It is known that today’s company executives face the tough challenge of connecting with the best marketing actions their firms need to promote products and services and, above all, reach their natural audience. And it is a technological challenge because many of these executives are not digital natives, do not have digital knowledge, and are unaware of much of the potential that online marketing puts at their service, so much so that they find themselves lost on what to do and how to even begin.
According to BCG, only 3% of marketers create everything on their own, with no use of external sources, the reason for this might be because having partners improves ROI. They found that 80% of companies reported increased ROI over the past three years, specifically from improvement in technology, targeting and segmentation, and measurement capabilities. But 95% still feel pressure to improve further.
Faced with these overwhelming data, companies are forced to reform their business model and digitize their marketing to change their usual methods and adapt to new consumer behaviors. For this, technology and marketing come together through the development and use of a multitude of tools (CRM, mobile applications, …) to obtain relevant information that provides the marketing department with a large amount of data for its exploitation.
So, which are the top 7 advantages that will make the best out of a marketing and technology relationship?
Improve communication and get to know your customers better.
Brands must establish communication channels with their current users and work to promote identities and values to generate attraction. Everything to create a community around the brand that works as a two-way communication link. A clear example of this new perspective on the brand-customer relationship is the work of community managers who create a brand voice with authority in social networks, an authority that is always willing to join the interaction by establishing dialogue bridges. You can invite loyal customers to provide feedback and even new ideas for your product, this is the best way for businesses to understand what customers are looking for and it will also improve the user’s experience.
Prosumers and smart consumers.
The importance of the Internet in deciding on products and services can be seen in the role of new types of consumers. The prosumer generates and consumes content and is a good ally to spread the information that brands want to advertise. Smart consumers only buy after evaluating the opinions (feedback) of third parties about what they want to buy or after analyzing each of the characteristics and alternatives of what they are studying to buy. For brands, knowing what they think, how they decide what to buy and when to buy these new consumers are vital. Brands must listen to what their potential customers are saying and do everything they can to bring positive communications to them. Having this feedback can serve as a base for future business ideas.
Personalize the offer, advertising, and commercial promotions.
With the contribution of new technological data, segmentation can be carried out by behavior and not by the user’s profile, this will lead you to have promotions that are no longer the same for everyone but that they adapt to the type of customers, and advertising and the offer are adapted based on segmentation by behavior.
Measuring the direct result has never been so easy.
Most users who operate as smart consumers use search engines like Google to locate what they want. Appearing as the main result or first response to this information and content searches is one of the basic goals of the actions that SEO strategies seek.
SEO is one of the most economical digital marketing actions in relation to the benefits it generates in favor of the online visibility of brands, products, services, and corporate identities.
The new digital marketing provides fast, direct interactions and feedback with the public in real-time that has an inestimable value to improve the reach of the campaigns but that, at the same time, supposes a great responsibility precisely with that connected user who observes and judges all brand interactions. This real-time communication can lead to personalized marketing and immediate response to resolve potential issues before negative feedback reaches the general public.
One of the main goals of technology includes making things cheaper and more affordable for people. Therefore, people see cost efficiency these days due to technology. There are many digital tools out there that will make you produce fewer costs on marketing since you won’t have the need to reach external sources. Now, the way to make your consumers see cost efficiency in your products is by having innovative technology that would be beneficial for them.
Increase sales by innovating with technology.
Technology has truly resulted in digitization and modernization in many fields. Either it is the field of medicine or farming or electronics, technology has resulted in a global revolution. There are so many fields that cannot survive without the backbone of technology. It has increased the efficiency of production processes and the quality of products in almost every industry out there. Adding technology to your products will not only make your business increase sales but most probably also increase sales of your consumers, this is how we can talk about a win-win situation.
In conclusion, technology changes marketing and provides new consumer data to be used in much more personalized, direct, and effective actions and strategies, challenging its use to establish new ways of communicating with the customer and opportunities that were not possible until now.