Marketing has changed and will continue to change. Experts are forecasting CMO’s technology spend and share will be soon bigger than CTO’s. Long are gone the days when you bought few print ads here and there and then getting a pat on the back for doing marketing.
Consumers are doing research online and are looking for great customer experience regardless which brand they are interacting. Being able to deliver a great customer experience regardless of the channel is becoming/is the core of marketing. Below I have listed out things we as marketers should already know or need to know in the future.
In modern B2B marketing you have to work together seamlessly with sales to achieve revenue growth and acquire new customers. Regardless of the customer size which is truly enabled by marketing technology and rise of account-based marketing.
Progressive Web App
Building a mobile app is expensive and that has seen the rise of progressive web apps. They function offline and online. Progressive web apps also don’t require a traditional app install. It works in your browser and can be found by search engines. Installing it to your device is as easy as saving a bookmark to your devices home screen.
They have their hindrances, but what technology solution doesn’t have?
It was supposed to be the holy grail of marketing in which you can run everything from creating print, content and programmatic campaigns while seamlessly communicating on different social media platforms. All your data to be there and ‘woopsie’ you are in a “vendor lock”.
Where your customer support and communication happen with the help of self-service knowledge base for your customers. Of course, seamlessly integrated with your marketing cloud to offer a 360-view of your customers to everyone.
Thing everyone is talking about and wanting to implement until they realize the limits and challenges of such a project. Language for one is a huge challenge. Until we get far enough in understanding natural language processing we cannot do much in terms of chatbots unless its English.
Getting product updates and news via Facebook’s messenger is handy, I must admit. Asking if a product is in stock gives me a more interactive feeling with the brand also.
It feels like everyone is buzzing about AI and how it will impact marketing. When in reality very few understand it with its possibilities and limitations. It has become a dot in the roadmap eventually but not yet for many.
Another rising player where marketing and IT departments need pay close attention to are IPaaS (Integration Platform as a Service). You no longer need to necessarily go with the ‘big players’ to build marketing technology stack for best of need but truly what is best for your company and customers. IPaaS also allow you to not fall into the jaws of ‘vendor lock’ which the big players are building their solutions towards to.
Regardless of them saying how open their APIs are and how willing they are to work with you to integrate into your existing IT architecture.
What Is Happening?
That is a good question. Marketing is heading towards more technology focus and will continue to do that. A lot of emerging technologies are shaping how we, as marketers, conduct our days and priorities. Understanding technology needs to be a second nature to us if you want to build a truly great customer experience.
Now enough with my rambling and back to work!