#digital marketing

Sometimes, the smartest marketing technology can cause problems.

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Smart technology is almost always useful, and has the potential to streamline and refine all marketing strategies. But sometimes, it can be too smart, especially if your marketing strategies aren’t working together. Sometimes, when different smart systems gather their own information about customers, and act independently, wires can get crossed and conflicting messages can be delivered.
Now inevitably, complexity can sometimes lead to the occasional mixed message, but to prevent it become a regular occurrence, having all your systems serve one central brain is the solution to marketing integration. To start with, you must acquire the central hub, the marketing platform. Using artificial intelligence and machine learning processes, the central hub takes care of all the strategic functionalities, relegating each system into a dumb terminal. The brain must be able to learn which marketing techniques are successful, and monitor them in real time. And of course, it needs to adapt and decide which techniques are going to be the most effective.

Then, you have to train your marketing platform to interact with each individual system, in the same way that their own intelligence did. Once the hub and dumb system are interacting fluidly, then you can begin the process of training the platform to interact with all of your terminals, and you are closer to having an integrated stack of marketing technology, which in turn, allows you to refine your whole process. When all systems are integrated, the central hub can send smarter integrated signals to all the attached terminals. Once that has been completed, you can refine the whole stack, adding new information, which allows you a better, more efficient process, and thus, a better relationship with the customers.

Remember, you don’t want marketing technology for the sake of it. Effective tech systems are a means to a more efficient and closer relationship with your customers, which is beneficial, not only for them but for you as well.

How to increase engagement using marketing technology.

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Most new marketing technology is being driven with engagement at the forefront of the developer’s minds. After all, engagement is key to any good piece of marketing. It isn’t enough to have a presence online, you need the interactions to lead to increased visibility.

You also have to ensure that the customer’s journey is tracked in some way, and there are a number of technological solutions for this. Being able to understand how your customers think, whether they look at a product a few times before buying, and why, is an invaluable resource. Recognising customer’s behaviour patterns, and being able to understand and predict how customers will act, is invaluable resource for marketers, and marketing technology can help. Even something as simple as a branded GIF gets your message seen by potential new customers, and whilst it might seem like a little thing, every advantage you can get is worth it.

Content creation has always been a great way to generate engagement, and with marketing technology, it can be even more personalised, and therefore effective. The advent of virtual and augmented reality, and the ease at which developers can create personalised, tailored content for customers. These particular industries are only going to get more investment, and thus, the services offered will improve, which in turn will lead to even more creative and effective marketing solutions.

As we know, meaningful connections are vital to maintaining a mutually beneficial relationship, and finding a balance between technology and a personal touch is important. Finding something you are passionate about, sticking to it, and using technology to make the line of communication more efficient, is the best way to create this balance. And the future of marketing technology is going to be just as useful in this regard. Blockchain will allow marketers to interact with their customers not only directly, but securely, at a time when issues surrounding data misuse and privacy are hot topics. VR and AR will allow companies and customers to communicate effortlessly and clearly.

To conclude, it is vital that your online presence translates into engagement between company and customer. Marketing technologies are advancing at a rapid rate, and will be invaluable resource when it comes to creating and maintaining this relationship, which is mutually beneficial.

Industrial marketing in the digital age: Attention, Interest, Desire, Action – and Reaction.

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Ah, those old marketing mantras. The theory sounds easy, but how do you put them into practice in the real world?

Over the last 20 years, industrial marketing has changed dramatically, primarily due to evolving technology and the digital revolution. We have seen more change, we think, than in any other period in marketing history.

The skills needed are massively different to those of just a few years ago – social media, programming on demand, the internet, mobile and in-hand personal computers with massive processing power have changed everything.

So is the old mantra of Attention, Interest, Desire, Action still relevant?  Well, we’d argue that it’s never been more so – particularly with the addition of ‘reaction’ which is essential to focus on fast-changing customer behaviour.

The main mistake that many companies made in adopting new digital technologies was to forget these essential principles. Too many have thought “we need an app” just because others have them –  but without thinking through WHY they needed one.

In doing so, they have forgotten the purpose of their own marketing – and that’s a shame, because done correctly, digital tools can be a huge help and a big differentiator. Take animations as an example;

Attention – this is pretty simple really, nothing draws eyes to an exhibition stand more than a truly engaging animation. Animations can easily break through the surrounding noise and grab peoples attention.

Interest – our engineering and technology clients tend to have complex products or services – and nothing gets a lot of information across more quickly than an animation. The trick is to make them so interesting that anyone – even people not directly involved in the product or marketplace – find them interesting. If you want to make people genuinely interested, then tell them what  they need to know in an engaging way.

Desire – People buy what they desire, as well as what they need. Salesmen are trained to build product desire in their customers through meaningful communication.  An animation does this too – but is also an exceptional ‘leave behind’ that can reinforce the sales message, reduce post-sales dissonance, be easily distributed to influence other decision-makers and act as a reminder during extended decision-making processes.

Action – You may think that animations can only have limited impact when actually closing a sale. But good animated material can be re-positioned into useful post-sale tools like digital product manuals or immersive training tools, which are a differentiation factor between you and the competition. How many car sales are enhanced by animated configurators? Quality engaging, and interactive tools can enhance the sales process, making it easier to close the deal, and in the example of cars, sell more options.

Reaction – really useful post-sales tools like these keep your company at the front of clients minds and embed you within the client’s business model and day to day operation.

The more integral you can make your digital product to the client’s organisation, the better – and, going back to the most fundamental marketing mantra of all, everyone knows that it’s easier to retain an existing client than to pick up a new one.