Modern Marketing Blog

The Areas of Marketing Most Impacted by Technology Solutions and Marketing Platforms

March 24, 2016 By: Steve Olenski

I will not even attempt to count how many areas of marketing there are in a given organization but rest assured it's a whole bunch - technical term. If you're been in marketing for more than 30 seconds you know of the sheer number of different marketing areas or departments or however your paritcular company refers to them.

However, given the digitally-frenetic world we live in today boys and girls, there are only a handful that are the most impacted by technology solutions and marketing platforms of which there is a whole bunch of them, too.

Marketing Automation 

Marketers are leveraging the power of marketing automation to refine, target, and optimize program initiatives, including customizing content and automating communications. Marketing automation technology empowers marketers to improve their knowledge of buyer behavior and understand how it plays out in campaigns. 

Cross-Channel Marketing

Cross-channel marketing technology is a pillar of the overall B2C ecosystem because it represents the execution engine of your marketing strategy. Even the most well thought-out marketing plans are bound to fail unless they are executed properly using the right technology. 

Content Marketing

Content marketing has taken over the world of marketing perhaps like no other type of marketing has before it. According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.” 

Data Management

Big data. Bigger data. Data this and data that. As you are reading this very section terabytes of data are literally being generated by people all over the world. As to what the marketers of the world will do with all this data is the issue at hand. The trick is, and it’s really a trick, is to use the right data. And to do data right you need a data management platform (DMP). 

Social Media Marketing

In the year 2005, according to the Pew Research Center, a mere 7% of American adults used social media. As of 2015, according to the same source, that number is now 65%—which represents an increase of 829% in just 10 years. With this kind of growth, it is not only important that social media goals and objectives align with those of the business, but the social media tool set must connect with the overall marketing technology stack. 

Testing and Optimization

Website optimization helps companies learn more about their audience and then more directly and accurately give each segment the experience it needs to convert.  And by running A/B or multivariate tests—the two most popular forms of optimization testing—businesses obtain data results that reveal valuable patterns in customer behavior so they can make better decisions about what content to show to which customers, at what time, and in what way. 

Download The Guide to Building Your Marketing Technology Stack to learn more - a whole bunch more about all of this PLUS learn the questions marketers need to ask of any potential marketing technology solution provider.

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Comments ( 1 )
  • Jeff Epstein Thursday, March 31, 2016
    Know what's interesting about this? As all these areas grow in complexity and sophistication, one area that is directly affected yet deeply neglected in terms of technological advancement is the planning and budgeting side of marketing. Do we honestly think a spreadsheet can keep up? (Full disclosure: I'm with Allocadia, makers of a cloud solution that addresses the neglect and helps marketers plan and track spend, and measure performance)
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