How to Build Your Marketing Technology Stack Online?

It is fair to say that digital marketing and technology never looked more promising together than they do now. The ability to connect with customers and prospects via online channels and the increasing dependence on data and algorithms to drive success means that marketing technology plays a significant role in every part of an organization’s digital strategy.

The role of marketing technology in a business has grown significantly since the 1990s, when the field was dominated by infotech and computer science backgrounds, who often focused on building the backend systems for large e-commerce companies.

Today, marketing technology is an essential part of any marketing plan. It includes everything from email marketing and web content to digital marketing and social media. In addition, it covers offline marketing and activities such as radio and TV advertising. A marketing technology stack is essentially all the components of a business’ marketing plan and strategy. It ranges from the tools used for marketing and communications, to the technology platforms and apps, to the analytics and measurement that determine what’s working and what isn’t. When we consider all of the components that go into a thriving business, from product and marketing strategy to delivery, it’s evident that a smart business requires a comprehensive strategy that takes into account all of the roles and responsibilities that need to be fulfilled.

The Rise In Functionality: The Marketing Technology Stack Has Grown To Meet The Needs Of Businesses Of All Shapes And Sizes

It wasn’t long ago that marketing technology consisted mainly of email marketing, web content and social media. With the capabilities of mobile devices expanding the range of ways we can communicate and the rise of big data, the field has grown to encompass a variety of tools that can be used for marketing.

Just 10 years ago, webinars were considered cutting edge and were mostly used by larger companies with big marketing budgets. These days, with many platforms offering live and recorded webinars, it’s hard to consider them a gimmick. Webinars play an important role in brand awareness and lead generation, particularly for businesses with a strong digital marketing element to their strategy.

Similarly, CRM systems were considered a luxury item by most businesses, used mostly by larger companies with large marketing budgets. These days, with many vendors offering robust CRM solutions and free tiers, it’s difficult to consider them a gimmick. It’s clear that businesses of all sizes and shapes can and should be using CRM systems to enhance their marketing efforts.

Now, you might argue that blogs aren’t a’mainstream’ form of advertising and aren’t considered part of the digital marketing stack. However, these days, with many vendors offering SEO tools and other features that can be used to build a profitable blog, it’s difficult to consider them a gimmick. It’s also important to note that many of the tools mentioned above, from webinars to blogs, can be used for branding and marketing purposes, which means they are forms of marketing itself, not just advertising. This is why marketing technology is considered so powerful and essential to a business’ strategy.

Why Email? It Still Rules, But The List Has Changed

The fact that email still rules speaks to the nature of the field and the role that it plays in every business. No other form of marketing has been as effective or relevant as email. Marketers have known for decades that a business can reach more people for less money through email marketing.

Even today, with the proliferation of social media channels, email remains one of the most cost-effective and relevant forms of marketing. Simply take a look at email marketing deliverability metrics to get an idea of how effective this form of marketing still is.

In addition to being one of the most cost-effective forms of marketing, email also allows businesses to build and maintain relationships with customers over time. With email, brands can nurture their relationships with potential and existing customers, offering support when they need it, while also reminding them of their existence when they don’t.

The key takeaway from all of this is that every business, regardless of size, can and should be using email in their marketing strategy. It’s simply too valuable a tool to ignore.

The Biggest Challenge Facing Marketers Today: Data

The biggest challenge facing marketers today isn’t any one thing; it’s the accumulation of all of the data that is available, both inside and outside of the company. We’re not just referring to customer data here; we’re talking about business and marketing data as well. The more data that is available, the more insight we can have into what’s working and what isn’t.

The amount of data that can be accumulated and analyzed is becoming exponential. Companies like Google and Facebook offer detailed analytics that track consumer behavior across multiple channels including web, mobile, social media and the internet of things (IoT). These days, every business, regardless of size, can and should be using Google Analytics to better understand their web traffic and performance. The same goes for every other analytics tool out there, including those offered by Facebook and others.

However, beyond data accumulation, marketers also need to be concerned with data management. Just like in any other area of business, data accumulated can be both useful and detrimental to a brand’s success. To avoid any hiccups down the line, marketers need to be taking the time to properly train their teams on how to use this data and what not to do with it. This is why, as a business owner or marketer, it’s important to consider what type of data you need, as well as who will be using it and why.

The Evolving Role Of The Marketers: From Advertising Specialists To Data Scientists And Social Media Experts

The role of the marketer has changed significantly over the years. These days, it’s not enough to simply find an audience and engage them with a well-designed ad. Marketers now have the opportunity to engage with their audience via several platforms, using various methods, and track the results of their efforts. This level of interaction with the audience allows marketers to become much more data-driven and strategic in their approach, implementing specific marketing tactics, experimenting with various advertising styles and measuring the results of their efforts. This type of engagement also allows marketers to develop much better insights into how their audience interacts with the brand and how they can make improvements moving forward.

The main takeaway from the evolution of the marketer is that no matter what stage your business is at, you can and should be having a clear role and defined responsibilities within your organization. In the early stages of your business, it might not be necessary to have a full-time marketing person on your staff. Perhaps, you can hand off the responsibilities of marketing to a senior manager or vice president of the company. However, as you grow and gain more experience, it isn’t a bad idea to have a dedicated marketing person on your staff. The important thing is that no matter what stage your business is at, you have a person or people who can take on this responsibility. It’s not a marketing gimmick; it’s an essential part of any business’ strategy.

Which Social Media Platforms Should You Be Using?

With the explosion of social media platforms over the past few years, the choice can be overwhelming. It’s not enough to just have a presence on social media; you have to curate content that is both informative and entertaining.

As a business owner or marketer, you don’t have the time to be exploring and experimenting with various platforms, trying to find the one that works best for your needs. This is why it’s important to have a strategy in place, focusing on a few key platforms, such as Facebook, Instagram and YouTube, to build and grow a business using a proven and tested approach. You can follow the tried and tested formula for ensuring your success on social media:.

  • Create compelling content,
  • Build a community,
  • Use social platforms to engage with customers and prospects,
  • Track the results of your efforts, and
  • Continually improve your strategy based on your findings.

It’s important to keep in mind, however, that no matter which social media platform you choose, you have to have a strategy in place and be consistent in your approach, if you want to see success. For example, if you’re using LinkedIn to expand your network, be sure to engage with others on the platform, sharing valuable content and tips as well as responding to any questions or comments that are posted about your business. You can also use LinkedIn to research potential customers, gathering demographic data and getting a feel for what types of content they are most interested in.