Marketing technology can be rather intimidating for most business owners to actually adopt. New technology can be scary so this makes perfect sense. Especially, when you do not want to struggle with a tool that has a deep learning curve. With that being said, it means that a lot of companies are missing out on some wonderful tools and products that can make business easier.
Obviously, the ultimate goal is to grow revenue, give your employees more time to concentrate on more important goals, and optimize your time, money and efforts. So let’s see how we might create the best way to optimize your marketing and tech departments.
Analytics and Tracking: You need to be able to track your performance, ads, technology, etc. This is the only way to know what is working and what is not. Google Analytics is your best tool. Also, Adobe Analytics is great if you are an enterprise or wanting to head in that direction.
Tag Management: Some of you must be wondering what a tag is. It is a data-collecting code that performs a task on your site. These codes often need deploying, including tags for analytics, affiliate marketing, advertising, and a ton more. With a tag manager, you’re able to deploy the same tag across all pages without requiring ongoing development resources, speed up your site performance, and capture the data from the various tags that you’re using. It’s one of the main foundations for marketing technology. Small and medium size businesses will want to check out Google Tag Manager. If you’re an enterprise, check out Adobe DTM, Tealium, Signal, or Ensighten.
Marketing Automation: All your efforts finally come together with this gathering process. It’s a suite that usually includes analytics, tracking, online forms, and even email marketing. Marketing automation suites give your visitors customized content, facilitate sales and marketing, and a ton more. There are a bunch to choose from. Try Hubspot for a smaller business and Marketo for enterprises.
Customer Relationship Manager (CRM): CRM is basically a method for managing a company’s customers. This technology automates and organizes everything from prospecting sales to technical support. The world’s most popular CRM is Salesforce. However, there are a ton of other ones to choose from.
Data Management Platform (DMP): A data management platform is a data warehouse. It’s software that grabs, sorts, and stores information and then shoots it out in a useful way for marketers, publishers, advertisers and other businesses. One you might like besides Adobe is Krux.
Content Delivery Network (CDN): A CDN works by providing alternate server nodes for users to download resources (usually content like images and JavaScript). These nodes are spread throughout the globe and are therefore physically closer to the end users, which ensures a faster response and content download time. Not every site needs a CDN but a popular one is Akamai.
Conversion Optimization: Getting someone to your website is just the beginning of the battle. You can lose your prospect with anything from an unattractive layout, long forms, or a slow site. Conversion optimization can easily double how many people fill out online forms, getting you that invaluable big data. Try using Optimizely for A/B testing of your pages.
Campaign Management: Campaign management applications help companies segment, target and manage multi-channel marketing messages. Elements of functionality include attribution, data mining, customer segmentation, customer-event triggering, next-best-action recommendation engines, and campaign optimization. Many of these components may be in your marketing automation platform, but not necessarily. Some of the better campaign management platforms are Integrate, Ensighten, Pardot, Adobe Campaign, and Accomplice.
Email Marketing: Most people aren’t using it as well as they could be. It;s all about sending genuine emails to people who have opted in because they are interested in your offerings. You only want to send valuable information. Make sure your content is personalized. A great tool is Constant Contact and Robly.
Mobile Optimization: Make sure that your website has a responsive design. By this I mean it needs to be easily navigated on all devices. Whether it be a smartphone or tablet, you want your site easily accessible.
Advertising Networks: There are many types of advertising tracking codes that you may want to use on your site, as there are tons of ways to advertise. Google Adwords is great. You should also be using Facebook ads.
Remarketing: You may not know it, but you already know firsthand what remarketing is. If you visit a website, then later see an ad for that website somewhere else, it’s most likely no coincidence. Remarketing helps you reach people who have already searched for your offering–or something very similar. You pay for these connections via a CPM approach, snagging a bundle of complimentary impressions. You can use Google AdWords, AdRoll, or Perfect Audience to get started.
Search Engine Marketing: Simply put, you have to be where people are searching for products or services like yours. Search ads let you test and improve copy, forms, and keywords, then track potential customers via Google AdWords and Analytics. Of course, SEO demands regular, original, valuable content.
Thank you for your attention!
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