How technology drives contemporary marketing

By trade, marketers tend to be creative in their nature and focused on the development of integrated promotional strategies. While this type of creative thinking is crucial to successful marketing, however, there is also a need to understand the practicalities of advertising and the technology that drives contemporary campaigns.

If you own an e-commerce venture, you may approach marketing as a standalone entity that is entirely separate to the construction and maintenance of a viable website. In fact, the way in which you build, configure and operate your website will ultimately drive your marketing efforts, especially with open source platforms such as Magento offering entrepreneurs the opportunity to control the application of content curation and SEO alongside base functionality.

3 ways in which technology drives contemporary marketing campaigns

This is just one example of how technology drives contemporary marketing methods, as businesses continue to benefit from the benefit of integrated, open source software that creates a seamless connection between all operational and strategic elements of your firm. With this in mind, here are some further examples of how technology continues to drive and shape marketing in the modern age: -

CRM software and the cultivation of targeted marketing

In many ways, CRM is a ground-breaking example of technology that has revolutionised marketing. It is has also created a viable and open line of communication between marketing, sales and customer service teams, as data is collated online and utilised to create identifiable customer profiles.

Analytical CRM is particularly beneficial to businesses, as it provides forensic insight into carefully collated data to help brands target specific consumer demographics. This type of advanced software provides the foundation for the majority of marketing campaigns in today’s age, while it has allowed small business-owners to compete with their larger industry rivals when it comes to establishing profitable client interactions.

Database optimisation and in-built marketing functionality

We have already touched on Magento, but it is important to explore the marketing capabilities of this software further. More specifically, it is important to look at how database optimisation can drive your marketing efforts, as this enhances the accuracy of the data at your disposal and enables you to execute any number of updates in real-time.

It is this type of feature that makes Magento (and similar open source applications) such a powerful marketing tool. Providing access to a huge array of customer data and base marketing tools, this software enables owners to control their promotional and SEO efforts within a single framework. With this type of software, it is extremely difficult to coordinate an integrated strategy that delivers a measurable return.

Social Media and the gradual redefinition of marketing

Inbound marketing has become a crucial aspect of business, as it utilises web-based tools and resources to drive visibility. Social media has emerged as the key component of inbound marketing, as it enables business-owners to execute a cost-effective and interactive strategy that is integrated across a number of independent platforms.

Not only do social media outlets offer high traffic vehicles through which it is possible to engage customers organically, but they are also free to access and provide access to a global audience. This platform has become an increasingly viable in recent times, especially as metrics measuring reach and audience engagement have evolved to help marketers calculate the success of their campaigns.

Image: - Pixabay