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Optimizing Marketing Technology is All about Consistency
In today’s era, technology is making inroads into almost every business function regardless of the industry and marketing is no exception. Changing market dynamics, consumer behaviour, and the advent of disruptive technologies call for a need for companies to optimize their marketing strategies accordingly. Before setting out on the journey to marketing success, it is imperative to chart out the goals to be achieved. The goals could be anything ranging from generating more leads to converting existing leads into sales. Next, the proliferation of data across channels is pushing marketers to incorporate next-generation technologies like big data and analytics in their function.
( Professional Viewpoint: Five Ways Savvy Marketers Get Great Results with Google Tools )
Marketing success is directly proportional to the strategy devised to achieve the marketing goals; the more effective the strategy, the higher the probability of success. The technology adopted to support the marketing function must be effectively used to draw business insights from. However, leveraging multiple tools at a time could mar the marketing efforts completely since it becomes difficult to arrive at an actionable decision. Starting with a single tool such as CRM to manage sales, or CMS to steer the website to drive more traffic to it, can have a lasting benefit.
Lastly, it does not matter what tools the company uses to reach the pinnacle of marketing success. The new tools must be able to benefit the marketing team in their mission to create a new pool of leads, retain the existing customers and help in closing sales deals.
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By Marissa Tarleton, CMO, RetailMeNo