Welcome to part 4 of 6 regarding the six main problems facing the marketing industry in 2017. Today we will be focusing on how to identify the right technology for your marketing activities. What is currently being done? How to fix it?
Click below for the previous posts if you haven’t read them or review:
Part 1: Generating Traffic and Leads
Part 3: Getting Enough Budget
Graph acquired from State in inbound 2017 market research report
Why is it a challenge?
Finding the right technology for your needs is a constant struggle for marketers. For example, you have a budget of $5000 for the next three months. You plan to dedicate $3000 to social media platforms and promotions such as boosted posts, instagram and facebook ads etc. What to do with that remaining $2000? Do you invest in radio? Programmatic Marketing? Twitter ads? Or do you increase your social media budget?
What is currently being done?
Currently, the main solution is dedicate every promotion to two different advertising mediums on top of your social media. For example, your company runs campaigns every three months. The first three months you use social media, radio and programmatic. Next, television, programmatic and social media and so on and so forth. If your not sure a medium will work, try it maybe your succeed. Challenge yourselves and get out your comfort zone. If you don’t, your competitors will!
Why is it important to know what technology works for your marketing campaigns?
Adobe Experience Cloud Discussion February 1st/2017
How to fix this major problem?
Marketing Tech Outlook describes how to fix this problem perfectly: “Marketers must find technology that supports their goals of acquiring, engaging and retaining customers. This means evaluating multiple vendors that enable or optimize your marketing across all channels from search, social, email, websites and many more. Many technologies offer campaign optimization and analytics for web traffic, testing, targeting, personalization and even marketing automation.”
Finding the right technology for your needs is a constant struggle for marketers. How do I reach my target audience? Is this advertising medium the right fit for this campaign? Will this succeed? The one thing I recommend you do is challenge yourself and get out your comfort zone. If you don’t, your competitors will!
Thank you for reading!
Feel free to comment with your thoughts and ideas! I always welcome new ideas.