Martech Management Done Right
Picture this — you want a book and you log onto Amazon.com. The minute you search for Jane Eyre, Amazon gives you a list of other books, telling you that these are books that “customers who bought this also bought” those. As if that was not enough, there is another smaller list under the header “What Other Items Do Customers Buy after Viewing This Item?”
The minute you check one product out, Amazon makes recommendations based on your interest. The next time you get on Amazon, there is a list of products on the homepage that it displays saying that these are “related to items you have viewed” and “inspired by your shopping trends” along with “More top picks for you” and “more items to consider” .. It doesn’t end here… there are more recommendations! This kind of useful and highly personalized marketing is not something that someone does manually.
This is one of the finest examples of what some cool marketing technology management or martech management can do.
Marketing is not just about trying to find and lure new customers. It is also the process of nurturing and taking care of your existing customers, and keeping them happy. Martech or marketing technology goes a long way in making this process easier. With software you can automate the processes like emailing new customers to welcome them or emailing your followers each time you post a blog.
Martech does a lot more than just automate the process of email marketing. It makes it easy for a business to engage with and communicate with its customers by helping them send highly personalized targeted messages to them. The software even helps a business gather data about its customers which will be useful in sending customized communication to them — making relevant offers, etc. It just needs to be managed well.
1. It can automate your entire email marketing process — you can just schedule it and forget about it. And the right content which has been pre-determined earlier, will be sent to the right people at the right time.
2. It tracks and evaluates all your marketing efforts. It tells you how well they are performing and if your pages are optimized for search engines. It will tell you what designs are effective — what layout works. And it is the same for blogs as well — it can track the performance of blogs and see how well they are doing.
3. It helps a business save time and resources — if you want to automate tweeting, you could write all the tweets in one day, for a whole month and set up the tool to post right through the month for you. Martech stacks let you build campaigns and write posts ahead of time, and lets you schedule them for a future time.
4. It reduces lead time — you can co-ordinate, schedule, launch and measure campaigns easily — regardless of whether they are simple or complex tasks, regardless of whether it involves the managing of one task or multiple tasks.
5. You can run multiple campaigns on multiple platforms — and be seen by your customers on various channels as a robust and lively entity that engages with its customers, right where they are!
6. Since it gives you the flexibility to be on various platforms, it gives your customers the freedom to connect with you in a channel of their choice and convenience.
7. Being present on various channels increases your visibility and helps you attract new customers.
8. The tool helps you engage with your new customers in a way that makes it meaningful to them and easy on you.
9. Marketing automation helps you to optimize your campaigns. You can test a campaign before running it. And while a campaign is running, you can track it so you can quickly change what doesn’t work so it works better!
10. It keeps track of your Social Media channels — you can schedule publishing, get notified when there is a need for responses from the business, “listen”, prospect and do all kinds of analyses using these tools.
11. The tool is remarkable in that it helps you connect with each of your customers in a relevant manner. For example, it can sort out the list of customers that you have, and find maybe those who have just bought a motorbike. It will let you send them offers that would interest them, like maybe two-wheeler insurance, for example.
12. It is possible to reach a wider audience than ever before, using these tools. The database can grow and so can the target audience.
13. Automating some aspects of marketing like this, frees you up to focus on more important tasks that need your attention.
14. It doesn’t need many people to manage your campaigns. Cuts manpower and costs.
15. The tool can generate reports — it will give you detailed information to tell you how each Facebook post or email message you sent out is doing. Will give you enough data to help you tweak and optimize future campaigns.
16. It generates data about your customers and helps you get to know them better. Every purchase is tracked. You can tell how he responds to your email communication — whether he opens the email or not. If he has expressed any preferences, then that too will help build a robust image of each customer. It can track what products the customer is interested in — and the business can tailor offers to him, based on that!
17. Personalization is possible thanks to some good Martech Management. By studying the behavior of customers, you can personalize offers or landing pages or emails that are sent to them. This is a huge benefit that this brings.
When you manage and use your martech stacks well, the possibilities are endless. But the reality is that not many marketers use the tools they have invested in, optimally. According to a study by Dun and Bradstreet, just 14% of marketers say they use their marketing automation platform “with advanced functions.” 43% said they use their platform with basic functions.
And incredibly, 25% say they aren’t using a marketing automation platform now at all, though they intend to in the next 12 months.
