Marketing6 min read
Marketing technology: how to convince the board of directors to invest?
Technology brought several innovations to marketing, changing tools and allowing predictive actions. Companies that fail to keep up with these new trends are likely to be overtaken by the competition.
The application of technology in marketing makes it possible to achieve excellent results, reaching a well-segmented target audience and bringing a good return on investment.
Technology brought several innovations to marketing, changing tools and allowing predictive actions. The main focus, in this type of approach, is the customer, which brings a totally new vision to dissemination and loyalty practices. Companies that fail to keep up with these new trends are likely to be overtaken by the competition.
Do you want to know how to get the support of the board of directors so that there is a greater investment in marketing-oriented technology? So, keep reading!
- What are the 14 main marketing campaign tools?
- How to choose a digital file organization tool?
- Why is the optimization of production processes essential for the company?
How is the application of technology in marketing?
Although the concepts of technology and marketing are very clear, the combination of these two terms may be understood by some people only as software and digital tools. However, the presence of technology in marketing actions goes far beyond that. Check out some of the apps below!
Big Data
Big Data refers to the enormous volume of data collected by the company about the most diverse sectors and its customers. The analysis of this information helps to outline new business plans and to optimize internal processes, promoting a more intelligent use of resources.
The collection and evaluation of these data are only possible thanks to new technologies, which, in addition to storing these references, are able to organize them in reports and graphs.
Business Intelligence
We can go deeper when we talk about the use of data in marketing. Business Intelligence, or BI, strategies use precisely this volume of information as a tool for obtaining insights that provide the achievement of objectives.
For this use, this information must be structured and organized, allowing the actions to be taken to achieve goals to be clearly defined.
System integration
Even with digital resources, such as text documents and electronic spreadsheets, the recorded information was disconnected and did not help managers with more in-depth evaluations of the business.
With the use of technology in a more robust way, this scenario is completely changed. The integration of various systems favors the correlation of data and helps departments, such as marketing and finance, to work together.
Omnichannel communication
Today, it’s not enough to offer friendly customer service. He wants more. If, today, he calls the company to solve the problem and, tomorrow, he contacts through a social network, the attendant must know what was treated during the call, know the characteristics of that consumer and offer personalized and high-quality support.
For this, it is necessary to have a convergence between analog and digital channels, the so-called omnichannel. This brings a new structure to marketing approaches and requires the company to know how to work on and offline media together.
Inbound Marketing
Traditional advertisements rely on calls and interesting photos to capture the customer’s attention and awaken the desire to buy, right? Within Inbound Marketing, consumer attraction is done differently.
This strategy uses content production to build authority around the brand and educate the customer, leading them to build a relationship of trust with the company. When that consumer makes the purchase decision, they will probably purchase the products with that company.
Inbound Marketing approaches use technology as a vehicle for communicating and obtaining the data of that future customer, making a simple reader an active consumer and, even, a brand defender.
Martechs
Martechs are companies that represent the combination of technology and marketing, offering solutions or tools that contribute to the development and application of marketing actions. They work in several categories, such as: process management, sales funnel automation, customer engagement, and others.
A great example of Martech is Wikimee, which allows the automation of task flows, projects, file management, collaboration and internal communication, analysis dashboards, and other functions that will optimize the work of your company’s marketing team.
What results can the use of technology in marketing bring to retail companies?
Now that you have learned about some practical applications of the technology, let’s present the advantages that its application can bring to organizations. These advantages are concrete gains, which will certainly attract the attention of the company’s directors and convince them to invest in it.
Increase in sales
Technology not only allows marketing actions to be carried out in a targeted manner, but it also makes it easier to complete the purchase. Today, a customer can make a purchase or contract a service with a few clicks, without having to leave home.
In addition, the tools allow greater engagement between brands and customers, in addition to facilitating the understanding of consumer characteristics through the histories recorded in CRM software, for example.
All of these aspects stimulate an increase in sales, providing a higher revenue for the company.
Data collection for decision-making
For decision-making to be more accurate, managers must analyze data from other periods, as well as market trends. This is only possible with the use of technology.
When we talk about the application in marketing, this means considering not only consumer information, but also the market and competitive advances. Thus, it is possible to set up well-founded strategies capable of bringing results.
Greater competitive potential
Technology, when used correctly, can bring a competitive advantage to the organization, with a more efficient attraction of customers and a lower acquisition cost.
In addition, the application of these tools contributes to building the image of a modern company aligned with current scenarios, positively reaching the target audience.
Decrease in costs
With the use of tools capable of optimizing campaigns and strategies focusing on the target audience, the return on the amounts invested is much greater. In other words, the actions are much more accurate and bring the results expected by the company.
With this, it is possible to have a consistent saving of resources without compromising the acquisition of new customers. On the contrary, this number may be even higher when compared to traditional marketing actions, such as print ads.
Learn how much you can reduce your company’s costs with Wikimee. Click on this link!
How does technology affect retail marketing?
Retail is one of the sectors that feel the most strongly the impact of technological tools, since it deals directly with consumers. These solutions help promote interaction with people by providing data and streamlining the process, improving the consumer experience.
BCG Google studies show that companies that use data in their marketing strategies have an increase in revenue of up to 20% and reduce costs by 30%.
In addition, actions can be taken with the use of technology: in 2012, the Massachusetts Institute of Technology was able to calculate how many people were in a shopping center at any given time on Black Friday. This type of information allows for targeted marketing actions that can greatly improve retail sales.
Knowing the impacts of technology on marketing is important to present arguments to the board of directors. However, in addition to this, it is necessary to know the platforms available in the market and to know how to choose the most suitable for your business.
With Wikimee you’ll be able to integrate your entire team and your operation on a single platform. Get fully integrated management of your projects, tasks, files, and internal collaboration. Schedule your demo now!
