Stirred by the growth of social media and mobile advertising, the global digital marketing software industry is set to reach £56.14bn by 2022. Businesses that use these types of platforms are able to deliver unified and personalised customer experiences, driven by social data.
With hundreds of marketing tools to choose from, organisations need to be smarter with the software solutions they are investing in. The obsession with the latest shiny trend often distracts from achieving the bigger goal – a wider social transformation that focuses on creating more efficient and transparent ways of tracking a customer’s journey and engaging in the right place at the right time.
As every marketer knows, tracking marketing spend and measuring the results of campaigns means spinning many plates. As technology develops, so must the strategies marketers use to keep customer engagement high. To keep customer engagement high, software that enables omni-channel content delivery provides a holistic view of customer experience, campaign performance and ROI, will give your brand a competitive advantage and allow you to develop meaningful and valuable conversations.
It allows you to:
Software that allows integration and measurement of social interactions throughout the entire customer journey helps brands to develop a cross-channel customer strategy that not only uses social as a critical touch-point, but also uses every interaction to optimise customer interactions.
This means you can provide them with a seamless experience, no matter where they are or what device they are using. Omni-channel is the most comprehensive way to weave all customer touch-points into one system, allowing you to personalise customer experiences, powered by data.
Marketing teams often have to utilise different software applications and social platforms to perform each task, wasting time, money, and their personal sanity. From content discovery to creation to management to distribution to measurement, the method is disjointed in silos. The best way to overcome the problem of limited time is by automating some of your processes.
The key for marketers to beat the test of time is by finding a platform that can automate many components of marketing at once. Quality over quantity is your motto for choosing the best marketing software, the benefit of having multiple pockets of knowledge from one tool will prove a simpler task when measuring the results of your campaigns.
Measuring campaign results can be a challenge, with many marketers struggling to overcome the problems around multiple data sources.
From site traffic, to social impressions, to influencer data and customer acquisition, the next challenge revolves around compiling, consolidating AND effectively communicating these results upwards to senior team members who want to understand how this will impact sales. The measurement process is fragmented because multiple platforms cannot produce integrated metric results.
You can undermine the value of your campaign if your results aren’t cohesive or in a synchronised format. Digital marketers must assess the attention they give to online metrics and seek to address the alarming lack of unified information by using software that can do it all.
Spending your budget on many different marketing platforms can impact the revenue of your business. A more fluid, end-to-end process is needed to eliminate the friction. The challenge lies in deciphering what tools are most useful in producing the best quality insight, whilst being able to meet your digital marketing goals that are aligned with your business objectives.
Eliminate the need to overspend by investing in a omni-channel platform that can make it easier for you to analyse all your channels at once, giving you insight into which marketing channels are working for you and which are not. You’ll be able to experiment with various types of marketing campaigns without any incremental cost.
What is your focus? What features are most relevant for your business? You can create and repeat flows based on a set of criteria. The right marketing automation software can take care of scalability, integration, content creation, distribution and measurement.
If employed properly, the software will create synergy within your brand, manage your social media automatically and help find new customers all while keeping your business’s online presence intact.
Have an opinion on this article? Please join in the discussion: the GMA is a community of data driven marketers and YOUR opinion counts.
An email will be sent to you with your membership details.
Jeremy Wood has more than 19 years’ experience in marketing, including holding several regional and global leadership roles in Canada, US, and Australia. Prior to his role at Hootsuite, he was the senior director of Product Marketing at Box. Earlier, he ran the Global Marketing Organisation at Xero, and spent more than eight years at Google both in APAC and in the US. Wood also ran Dizzynet Solutions, a full service digital marketing agency, for seven years based in Toronto, Canada, where he was the founder and managing director.
New research from LinkedIn reveals that at any one time of B B buyers are not in the market for the thing you are selling so while all brands want instant results building awareness will always be key Whether you ...
There is a litany of poor marketing and advertising practices remembered in a new survey from the New Statesman Media Group New Statesman Press Gazette sustainable luxury lifestyle and ESG publishers From Fyre Festival to Kendall Jenner and Pepsi to ...
Drayton Bird recently received an email that left him astounded. It was the work of a mad man! Yet its level of crazy was matched by its brilliance. On your marks... Get set... Go!
Leave your thoughts