The truth is, digital marketing is evolving rapidly. The development of new technologies such as artificial intelligence, automation and big data analytics is quickly changing the marketing landscape.
With the help of new software and other tech advancements, organizations can adjust their marketing objectives and strategies to enhance the performance of their marketing teams.
If you’re looking for a foolproof way to create an edge over your competitors, we recommend finding means to incorporate software development into your marketing processes. This will make it easier for you to collect crucial market data, automate repetitive tasks and personalize your customer messaging.
In this post, we share seven ways in which software development has completely changed digital marketing as we know it!
Artificial intelligence (AI)
One industry that has benefited the most from the advancement of technology is AI. This tech allows you to identify consumer patterns and analyze behavior by using information from your company’s website and social media accounts.
The information gathered here can be crucial in enabling your marketing team to make informed decisions about your company’s sales outreach, the most effective communication channels and the impact of your company’s digital advertising.
For instance, Samsung employed social listening tools (which use high-level AI technology) to monitor customer reactions after it launched the hugely successful S8 model. By scanning interesting phrases and hashtags, the company was able to gain actionable insights that has since helped it develop even more superior gadgets.
Big data analytics
Modern marketing tools provide numerous opportunities for businesses looking to collect information and identify gaps in the markets by aggregating data collected from multiple channels.
They help to create a centralized platform where you and your team can access the data. The result? Improved collaboration and more productivity as your team gains valuable insights into customers’ behavior and thoughts.
You can also use software tools like Python to monitor key performance indicators such as generation costs, leads, return on investments (ROI) and unique visitors.
An example of an organization that uses big data analytics software to enhance its marketing and sales is H&M. The fashion guru employs data insights to identify trends that influence its retail prices and inventory as well as enhance its supply chain. The company also relies heavily on big data to tailor its stores’ merchandise.
Automation has not only improved digital marketing processes but also made them so much easier. Marketing automation is the use of software to efficiently perform marketing-related tasks.
A key aspect of digital marketing is communication and automation plays a significant role in enhancing how you connect with potential clients. By providing customers with predefined actions such as offers and emails based on distinct behaviors, you can significantly improve your relationship with them.
Creating content that is customer-focused and personalized can make a huge difference in today’s ultra-competitive marketing world. Personalization means using available data to address customer needs and preferences in a more tailored fashion.
With the huge amount of information available on the web today, it can prove incredibly difficult to make a significant impact. The good news is you can implement software tools to collect, organize and use customer data to develop personalized content that captivates their attention.
We’ve all experienced personalized marketing: deals and adverts tied to your current location, special offers customized from your purchase history, and recommendations based on your preferences. Personalization offers numerous possibilities for organizations and is easily the future of marketing.
Just imagine how much content is distributed through social media platforms every day; it’s massive for a lack of a better word! For example, statistics show that millions of messages are distributed and posts created via WhatsApp and Facebook respectively every minute.
To stand out from the crowd and get noticed by potential customers, you must do something special. This is where tech tools come in.
They collect data on what’s working in the market in terms of messaging and promotion strategies. This way, you don’t rely on run-of-the-mill methods that leave you lost in the noise even if you have a valuable product to offer.
An excellent example of a brand that implements research tools to creatively market to potential clients is Rolex. The company which is over a century old uses custom software to keep its brand fresh and address customer needs by analyzing their preferences.
Technological advancements are encouraging brands to be innovative to remain relevant and compete better with new entrants in the industry. The disruption caused by COVID-19 has not made things easier especially with businesses now being forced to embrace remote work. This has seen increased uptake of tech tools like communication and collaboration software to engage customers and facilitate exchanges among staff members.
One industry that is actively taking up software development to streamline its processes is the financial industry. Institutions in this space have been forced to look for innovative ways to attract and influence customers after facing stiff competition from Google Wallet, PayPal, and many other disruptive new kids on the block.
One of your company’s goals should be to enhance relationships with clients and foster intimacy using data collected from the market. Research shows that over 80% of users will purchase from a company if its messaging is socially supported and personalized. An aspect that seems to be the driving motivator among millennials is the perception of others and social going-on.
EasyJet is an example of a company that has excelled at using software development to foster intimacy. To mark 20 years of operation, the organization analyzed all the data it has collected during that time to try and share valuable insights about their customers’ journeys.
It then set up an email campaign telling personalized stories of how their customers have booked flights and used their services over the years. The result? EasyJet overwhelmingly trended on social media for days with up to 7.5% of the targeted customers making new bookings within the next month!
Are you using software tools to enhance your digital marketing processes? What are your results looking like? We’d like to hear your feedback.