Your marketing technology is important. So is getting the most value from it.
4 Top Takeaways for Marketers
Here’s what to keep in mind, especially in the manufacturing industry:
1. There’s no one-size-fits-all solution.
Let’s be clear: there isn’t one single tool or program that does it all.
The right foundation starts with sound architecture – integrating multiple platforms to create a seamless, personalized experience. That includes a combination of best-of-breed digital marketing, marketing automation, CRM, communities and marketing intelligence. And manufacturers who have one integrated view of the customer will outpace the competition.
2. Your digital experience can – and should be – your best salesperson.
Good UX Means Good Business
In a world where technology is rapidly advancing and user expectations are rising, it’s no longer enough to have an average user experience; to delight your users and surpass your competition you must strive for the exceptional.
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Today’s customers are always connected, from social networks to mobile. Case in point: according to Gartner, people are attached to their cell phones for 16 hours a day and check them more than 80 times on average.
So it’s no surprise that websites and digital marketing are the single biggest sources of information for customers. And they are more influential in the decision process than ever before.
3. The integration of digital and physical worlds is the new frontier.
The fusion of digital and physical experiences will continue, making it more important than ever to span the entire buying journey with:
- Personalization technologies
- Apps that create a connected customer experience
- Artificial intelligence that uses automated communication, providing richer data for decisions
4. Smarter data management will drive smarter insights.
Many companies are scaling back on experimental tech and moving toward refining customer data management, analytics and processes.
There’s no doubt: data is everywhere. But until it’s cleansed, integrated and stored within a single system, it’s difficult to get the most value and insight from it.
The Marketer’s Checklist
From a technical standpoint, building the right foundation starts with:
Remember, the right technical strategy will align your architecture, your business goals, your data model and more. And if you’re not sure where to start or if you want advice on how to take your digital transformation to the next level, we’re here to help.