Digital Marketing Strategy in Trendy Technology Industry

Explore Digital Marketing Strategy in Trendy Technology Industry

Digital Marketing provides a great framework to help the industry through the best technology to improve their marketing and to review the leading technology vendors in each category. The challenges of managing implementation and integration of these systems by using the latest technology to compete and create more relevant engaging customer experiences than your rivals.

The digital tools are very useful to prompt marketers and to think how they manage the complexity and range of options in technology.

Some Different Kinds of Marketing Technology Strategy are

Marketing Set-ups

The tools and data for managing the marketing, such as analytics, MRM, DAM, and agile marketing management. Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services. They are the backbone platforms such as CRM, marketing automation, content management, and e-commerce engines having infrastructure services such as databases, big data management, cloud computing, and software development tools. Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment.

Marketing Capabilities

Technologies that directly affect prospects and customers across their lifecycle, such as advertising, email, social media, SEO, content marketing, A/B testing, marketing apps of the modern marketing.

Apart from this, there are many other implications like, how to select technology and their recommendations with the clients. This answers will vary a lot by type and size of the company, but the implications are similar. Technology is a significant marketing investment, so it needs a structured, not disjointed approach.

• A solid business case and review approach is needed. Define a process and template for technology business case that avoids wastage and duplication and prioritises the technologies that will give the biggest returns. In larger companies this needs to be centralised to a great degree to avoid maverick purchases.
• Open source gives significant savings in some areas such as content management or video hosting. But savings in licensing need to be offset by the potential lack of support.
• Change management and education are as important as the technology. None of these technologies works without human intervention or intelligence. Customisation is needed, so encouraging ongoing adoption is key, although not all technology vendors support this as well.
• A technology roadmap is required as part of digital strategy. Starting from scratch, it would take years to implement these technologies. A technology roadmap helps prioritise and make it achievable.
• To reduce complexity and to use all-in-one solutions such as the Marketing Cloud services that many of the large technology companies like Oracle, Salesforce and Adobe are now offering. But these may be overkill for some businesses who may be best using simpler tools, for example, an email service provider rather than a full-blown marketing automation system.
• Businesses need to get the value from their technology investments. Implementing the technology is just the start. If a technology isn’t used by the business to get the value from it, then that’s bad management, not the fault of the technology or vendor.

The implications for aligning technology and business strategy shows that the business marketing strategy is impacting with tactics to gain competitive advantages.