“What new technology does is create new opportunities to do a job that customers want done.” — Tim O’Reilly, Founder of O’Reilly Media
In the ever-changing marketing landscape, marketers are expected to stay ahead of the game. With an increase in the use of technology is expected, including it as part of your wider digital strategy is pivotal to achieving the best results. CMSWire found that marketing technology spend is now higher than advertising spend for organizations. And, 43% of businesses use between 6 and 10 MarTech solutions according to Ko Marketing. Whether you’re looking to streamline your processes, eliminate repetitive tasks or improve your customer relationships, there’s no denying that dismissing technology will mean you fall behind the curve. We’ve explored some predictions for the future of marketing technology — use them to fuel your future campaigns and 2020 strategy. Remember, no organization is too big or too small to reap the rewards of quality software to support the wider business! Don’t forget to discover some of our must-have digital marketing tools.
Tech to enhance customer experience
“Businesses aren’t B2B or B2C, they’re human to human.” — Dominic Cummins, Founder of Right Mind, Inc
According to Super Office, by 2020, customer experience will overtake price and product as a key brand differentiator. For the ultimate CX, every employee in an organization needs to put the customer first. From the design of your product and layout of your website through to the sales representatives your customers speak to, their experience should be seamless. To be successful going forward, organizations need to embrace technology to support their buyer journey at every digital touchpoint. 99% of customer experience leaders believe that Customer Experience Managers (CEM) has a positive impact on their business. So, consider adopting technology designed specifically to support CX, as well as software that supercharges processes — like chatbots for 24 hour service, automation for content creation and consistency, and integrated marketing tools to personalize inbound marketing efforts.
Content marketing — consistency is key
“Content marketing is a commitment, not a campaign.” — Jon Buscall, Chief Owner, Jontus Media
Free, educational content has been on the rise for years. And, it’s not going anywhere! According to Content Marketing Institute, 91% of B2B marketers use content marketing to reach their audience. And, Pew Research found that more than a quarter of adults are almost always online. With a growing demand and increased number of use cases for content marketing material, marketers should adopt technology to support its creation and distribution. From social media automation and email marketing software to content creation tools and personalization technology, it’s time to supercharge your digital content marketing efforts. Content Marketing Institute also found less than 10% of marketers believe their organization to be proficient in the use of content marketing technology is ‘expert’. So, take the time to get the most out of your tech investments. With software comes increased opportunities — tailor, track and measure content marketing campaigns to monitor success and easily make changes to ensure the best results.
“We need to stop interrupting what people are interested in and start being what people are interested in.” — David Beebe, Television Producer
According to Gartner, 90% of brands will practice at least one form of personalization by 2020. Personalization is the future of online marketing. With access to so much high-quality data, there is no longer an excuse for mass marketing. Utilizing technology to develop highly personal and relevant campaigns should be a key part of your digital marketing strategy. Business 2 Community found that almost three quarters of customers feel frustrated when website content is not personalized. And, according to Evergage, 63% of consumers said they’d think more positively of a brand that provided more valuable, interesting or relevant content. So, embracing tech to help implement a seamless personalization strategy could reap huge rewards. Selecting a tool with access to high-quality, accurate and up-to-date data is crucial, as well as ensuring reliability and consistency. Personalization is most effective when seamless and purposeful — so make sure you use data wisely, prioritizing customer experience.
According to CMO, in-house marketers personalizing their websites see an average of a 19% uplift in sales. Webeo is the leading website personalization software that helps B2B organizations create the ultimate digital experience for every website visitor, every time. The tool works by editing the imagery, language, content and greeting that your website visitors see based on a set of criteria. Thanks to a global leading database of business IP addresses, Webeo creates an experience for visitors based on their industry, behavior, or their specific business. Improve your conversion rate, improve your SEO ranking, reduce your bounce rate and create an unforgettable, seamless customer experience. Individualized website experiences are the final piece of the personalization puzzle. Discover the power of personalization and book your free Webeo demonstration today.