Companies rise and fall constantly, and stepping onto the scene with an ingenious product is no guarantee that a business will be sustainable, let alone successful. In a market where competitors swarm by the millions, it’s likely your breakthrough concept is far from the first of its kind.

In addition to its quality and conceptual integrity, a product’s strength hinges upon how it is framed among its competitors, whether it is presented as appealing enough to capture consumers’ attention. Customer trends are fleeting and dynamic, and word of mouth alone is rarely sufficient to ensure exposure. In the era of connectivity, success rests on the shoulders of skilled marketers willing to utilize digital technology and new marketing methods to support advertising strategies, and shape customer interactions.

But simply adopting every leap in digital marketing technology won’t guarantee effective advertising; according to CEO Mark Heinz of Heinz Marketing, “it’s not about the tool, it’s about the problem it’s solving.” Solving a lack of exposure means not only acquiring new marketing techniques, but also optimizing their reach. To complement a digital marketing budget with successful web conversions, you need a formally managed supply chain.

A system has to be established, a transparent, cohesive operational function, which measures success across all aspects of the content supply chain, and uses digital advances in ad tactics to mold impactful, engaging content.

Five WaysCompanies Boost Their Bottom Line with Digital Marketing Technology

Effective digital marketing plays a direct role in driving growth; it involves utilizing agile processes to cultivate a cost-effective attack plan, and incorporating effective tech to build a scalable system of content distribution, one which targets tactfully, and delivers personalized, meaningful experience for max interactivity. Below are five steps that digital marketers follow to craft and cement customer relationships, and guarantee their technology delivers real results.

Understand the Customer

Compiling an accurate image of what drives customer habits and attitudes is essential; doing so offers a template for construction of a fluid conceptual blueprint of which marketing approaches work to spur conversions.

Tellwise CEO Conrad Bayer notes a surge in technologies “focused on giving better insight to both marketing and sales organizations.”

Infographic 2Advertisers can now access analytics platforms, such as Google or Adobe Analytics, to track consumer engagement across channels, constructing a comprehensive consumer decision journey.

Converting data-based insights into marketing tactics (the subject of my previous post) requires teams to focus on collecting, analyzing, and delivering that data continuously. Introducing automation into tasks where a human touch isn’t necessary could allow advertisers to direct efforts toward identifying insights into customer habits; personalizing web-pages, sending out emails, and producing dashboards which track engagement habits are a few tasks that can be automated.

“You have assumptions that your product might work or be useful to other people, but unless you start asking your potential customers directly, you’re not going to find out.” – Ilya Semin, CEO of Datanyze.

Offer a Quality Experience

In the online age, customers who feel slighted by a product or service no longer need to settle for never using it again, they can spread negative feedback across the internet, costingoffending companies dearly. The best way to prevent an onslaught of complaints and negative reviews from unraveling your reputation is to facilitate customer satisfaction on a comprehensive level. This means discerning how marketing strategies might intertwine with sales, support and operations, as well as order and management fulfillment, to create a brand perception that caters to consumer expectation on every level.

“I find if customers don’t pay, they don’t pay attention.” – Yonato Stern, Zoominfo CEO

One example of comprehensive marketing is LoL’Oreal’s Makeup Genius app, which allows customers to virtually apply a variety of makeup shades. The customer simply has to enjoy a convenient, useful experience, but it is the duty of marketers to streamline that experience by employing complex tech to code and match numerous makeup shades to facial imagery, then analyze which customers use particular shades, and use that information to trace a digital map of customer satisfaction after purchase–all to better tailor the shade matching process.
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Establishing a cyclical conversation between feedback and analysis allows organizations to develop an image of which experiences work to create customer satisfaction; customers themselves provide marketing in the form of positive clout when they are happy not only with how a product was physically advertised, but the speed and convenience at which they obtained it.

Choose the Right Technology

Overseeing a flexible operational marketing model often involves incorporating some type of large scale analytics platform, such as Adobe’s Marketing Cloud, or Oracle, while also accounting for the innovative potential of small scale, point solutions. Marketing technologists live in this intersection between analysis and creation; valued for their programming ability, as well as their skill in data analysis and gauging consumer trends, technologists’ blend of creative and IT skill allows them to translate hard data into sharp marketing campaigns.

Keep your marketing system versatile enough to mesh with emerging technologies will prove increasingly beneficial as the Internet of Things moves into the mainstream, however organizations need to consider which technologies best fit within legacy systems, as well as which systems require updating. For example, if a manufacturer wanted to create a marketing system that delivers personalized content, they might look into utilizing the programming talents of marketing technologists to integrate platforms that deal with data, analytics, and content creation with a personalization engine. Amanda Kahlow, CEO of 6Sense, offers a bit of insight: “when choosing new technology, don’t listen to vendors. Listen to existing customers.”

Establish Guidelines

Technology is a powerful asset, but without direction, it can easily become a draining liability. To avoid confusion, implement directives that detail how you’ll share data among departments and test new technologies, as well as which tasks can be managed on site, and which should be considered for handling by outside agencies or partners.

Clarifying responsibilities and focus avoids the stigma of rules as restriction by allowing marketers to focus on performing only those responsibilities relegated to them, rather than wasting efforts using the wrong applications to over analyze the wrong data, and coming to strategic conclusions that benefit no one.

Apply Metrics to Boost Success

Thanks to advances in marketing tech, we are able to measure the impact of marketing systems, and adjust our approach accordingly. In the past, metrics often focused on regional or product activity, however, as companies reconfigure around providing customer experience, measuring customer activity becomes an increasingly valuable practice. As a form of reinforcement, metrics illustrating customer responses from past operations (such as how fast a product was launched, or whether an experimental tactic worked in the field) can be applied to better design future endeavors. To make the most of metrics, companies should seek out technologies that deliver insights relevant to their field in real time, and in an easily understood format.

Heavy competition among organizations gives consumers the power of ultimate choice when it come to what products they prefer, however modern businesses are not powerless. We can use marketing tech to discern exactly why customers prefer certain products, and apply that knowledge when creating digital marketing content. With this content, we can build relationships with customers, cultivating an ongoing conversation, one that tells us exactly what customers want, and why–we can do all this, but only if we open our minds to the possibilities that carefully deployed marketing technology provides.