In an attempt to provide the best marketing technologies to brands, over 1,000 companies are competing in this sector, spread over 40 categories. Ironically, a majority have failed to market their own technology. However, the ones at the top of the ladder are there for a reason. Let’s take a look at the best ones in the market and why brands should be using them.
The 5 Best Marketing Technologies Every Company Should Use
Marketing Analytics Tools
Collecting data on your customer is vital to understanding which content is performing well and what kind of ad campaigns you should create to attract new customers.
Google Analytics keeps track of the behavioural patterns of website visitors. The time of the surge of traffic, popular performing content, age, geographic location, and session longevity.
Mailchimp collects data on your email campaigns, including the number of people who opened your email, click-through rate, conversion rate, etc.
Facebook, Twitter, Instagram, YouTube - all these social media platforms have their in-built analytics tool. You have to switch to business accounts to get the reports. The information ranges from age demographic to the devices used while they were browsing your social media page.
If you have advertisements running for your product on Google search engine, the likely tool to give you performance reports is Google Adwords.
These platforms' integrated analytics features are typically quite easy to navigate and understand if you’re willing to invest some time.
Marketing Automation Technologies
These technologies automate marketing processes such as campaigns and targeted marketing messages across multiple channels including email, websites, social media and SMS.
Hootsuite and Sprout Social are great for scheduling social media posts across multiple platforms including Facebook, Instagram, LinkedIn, YouTube, etc. They also include analytics tools to measure performance and mechanisms to more efficiently respond to comments.
HubSpot is a Customer Relationship Management (CRM) platform where you can create forms, manage contacts, and company records, live chat, seal deals, and even allow ticketing.
Salesforce offers one of the most comprehensive CRM platforms, facilitating sales and marketing teams to work more seamlessly together across the customer lifecycle.
Search Engine Marketing (SEM) and Remarketing Technologies
While organic traffic is always prioritised, paid marketing can be effective when targeting to very specific audience segments or when competition for organic listings is high.
Google Adwords is one of the largest advertising platforms, facilitating advertising on Google and partner sites. Google Adwords also does remarketing. This means when you visit a website and leave it to go to another website, you will find ads related to the previous website. However, with the removal of third-party cookies from Google, this feature will become less intrusive in the future.
Semrush performs site audits, cost-per-click analysis, online search volume rankings, etc. You can use it to find keywords. Mostly, the site helps you analyse the organic reach, keyword use, backlinks, and traffic source from your competitors, which you can use to improve your own SEM strategy.
Conversion Optimisation Technologies
Conversion optimisation is about increasing the percentage of users who perform an action on your website, including filling in a form or buying a product. Anything on your website which encourages visitors to perform an action. Examples can be creating landing pages, pop-up boxes, and enquiry forms.
Unbounce does all these by helping to create landing pages and optimise for conversion.
Optimizely helps and builds A/B tests on websites. This allows you to experiment with multiple variations of your web pages as well as test performance before making a decision.
Low Code Marketing Technology
Low code marketing technologies allow users to create more complex applications without having to go through extensive coding as part of the development.
Elementor helps you create entire websites with their drag and drop system.
Appian allows you to automate tasks and use AI for complex functions.
Zoho Creator offers you templates for applications type spanning multiple platforms.
Final Thoughts
While many of these marketing technologies are readily available and easy to set up, it will require a level of knowledge and understanding for you to make the right decisions on the choice of tools as well as to ensure proper implementation and integration. Therefore, it will be important to engage someone with the right level of experience to optimise the ROI on your investment in such technologies.