Marketing Technology for 2018—and Beyond

 In Content Marketing, Demand Generation

Technology is changing the marketing landscape—adding to the marketer’s toolkit, but also making their jobs more complex.

While content creation and distribution are as important as ever, marketing professionals must pay close attention to two other trends that are already impacting the business: data analytics are making it both easier and more important to customize messaging to small groups and even distinct individuals; and the customer relationship is becoming increasingly important to the marketing team.

It goes without saying that content is central to any B2B marketing strategy. So the first critical point is to get away from text-only messaging and embrace multi-media, especially video.

But you also need to focus on the content itself by identifying and developing messaging for your audience based on product usage, demographics, behavior, and more.

For instance, look to the contact center for detailed data about what customers want and where their pain points lie—then shape your campaigns to address those issues.

Use advanced analytics make it easy to drill down into your customer base to a remarkably minute level, letting you target content to speak directly to each individual customer, making your message is especially relevant. You might even look at ways to leverage the Internet of Things (IoT) to gain insight into how your products and services are being received by the market, and then design content accordingly.

Once you’ve created new and innovative content, it’s time to leverage new tools and techniques to maximize its impact. By deepening your distribution network, you are more likely to reach new prospects and convert them to customers.

Work your online network just as you would your real-life one: join relevant communities and groups, actively promote the work of thought leaders you admire, highlight new and noteworthy topics and actively participate in other people’s content through comments and shares. Then, take advantage of third-party promoters—even if you have to pay. Finally, extend your role as a thought leader by answering buyers questions on other sites and by getting your voice into non-vendor or industry channels.

Of course, acquiring new clients is only half the battle. Marketing technology can help you retain and grow revenues from your existing customers, too.

Research shows that the primary goal of using social media is to provide customer service, but Facebook, LinkedIn, Instagram, Snapchat, etc., are the new communities—and smart marketers know how to customize their presence on each for maximum effect.

You also need to be using new channels in your contact center; email, web, and chat are all still very popular, but video kiosks and virtual assistant voice and chat are coming up fast—make sure you’re ready for them.

And don’t forget the mobile platforms that your customers essentially live on 24/7. The key is to ensure your customers get a seamless experience every time they contact your business, regardless of format or channel. That requires an omnichannel contact center that uses every customer contact point and all relevant back-office information to create truly joyful journeys throughout the customer relationship.

Interested in learning more about creating omnichannel customer experiences? Register for our webinar on Thursday, April 5: The Omnichannel is Table Stakes in 2018.

 

This is a guest post from Melanie Turek, VP and Fellow at Frost & Sullivan.

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