Martech that you should knowAs all marketing managers know, it is important to implement and use the right technologies to effectively reach the target audience. Marketing managers are flooded with available products and platforms, making it difficult to determine which marketing technology provides added value for your organization.
More than ever, marketing managers are expected to guide the organization in evaluating, selecting, and implementing solutions to increase profit and lead.
Let us assume that you already have a good CRM system, just like a responsive website and mobile presence. Which other technologies are an absolute must for marketing managers?
AnalyticsIn the past, the results of advertisements were much more difficult to measure. Consider how difficult it is to calculate the effectiveness of print ads. After setting the budgets and launching the campaign, everyone held their breath.
Now that is no longer the case. With the popularity of digital marketing came the importance of analytics. Nowadays there are tools available with which you can monitor your marketing activities with the help of measurable results. These tools measure the appreciation and effectiveness of your campaign on all kinds of different channels.
By investing in analytics you gain insight into the performance of different channels and campaigns, with which you can optimize your current campaigns and predict the outcomes of future campaigns. That way you can make informed decisions.
The most popular analytics tool is Google Analytics. Other options include Adobe Analytics and SEO PowerSuite.
Offering relevant content and actions adapted to the needs of the target group has now replaced the spam from the past. Relevance is crucial and the content of the mails is increasingly adapted to possible interaction with the reader.
Imagine, a customer has read a blog and downloaded the accompanying white paper. An email is automatically sent with the download. You can then send emails with information about you and your organization. Then you switch to emails with offers that ensure that your prospect becomes a customer.
Although email has had a bad reputation in the past, it has now proven itself to be a strong marketing medium. Nowadays it ensures that marketing managers can stay in contact with existing customers, but also that they can offer future customers the content they need.
Popular tools such as Campaign Monitor, MailChimp and Constant Contact are not only used to send e-mails, but also to subsequently analyze the results of the mailing.
Search engine marketingThe internet is a great source of potential customers and you naturally want to be visible when these potential customers search for your products and services. To create this visibility, many marketing managers use search engine marketing (SEM) made up of:
Search engine optimization (SEO): generally free ranking in search engines based on the content of the website. The relevance and authority of your website is calculated based on this content. Every piece of content that you create must meet a set of SEO best practices for a successful ranking.
Search engine advertising (SEA): you must offer a certain amount to determine your place in the ranking. You then pay this amount per click. The higher you bid, the higher you will be in the ranking of paid advertisements. At PPC the management and optimization of the amounts offered, keywords, advertising text and possible content are central.
Marketing managers can integrate their SEM data with Google Analytics and the CRM system to see which SEO / and SEA activities are effective.
The most famous platform is Google AdWords, but you can also use solutions such as Wordstream, Wordtracker and BrightEdge.
Marketing automationMarketing automation ensures that marketers can better manage their marketing process, from creating awareness to generating interest. In addition, automation ensures that marketing teams can apply different tactics within an integrated system.
All marketing managers know how time consuming it can be to heat up each lead, but marketing automation streamlines and simplifies the process. Marketing automation tools give your leads a score based on the behavior of your prospects. This way you can see what they click on, which pages they view and which content they download.
This data can ensure that marketing and sales are more in line