It’s an ad-inundated world. No matter where you look, someone is trying to sell you something. Your customers feel it too, which is why it may take more marketing touchpoints than normal to break through the noise and really resonate with them. Catchy slogans and snazzy graphics can only take you so far. It is a dynamic, multi-channel adventure that demands more than just creativity. It calls for a tech-savvy approach that leverages the latest innovations.
Enter MarTech.
What is multi-channel marketing?
Reaching the customers at the right moment is a top priority for marketers. It’s also a struggle. Multi-channel marketing offers a way out by enabling you to engage with customers on their preferred medium or channel. Think of certain channels as destinations. For instance, a website or a landing page serves as a destination. On the other hand, channels like email, digital ads, and social media act as drivers, guiding your customers toward these destinations.
Leveraging multiple channels can help you create a more cohesive and personalized consumer experience but it demands a well-coordinated effort involving multiple teams and platforms. All this can make marketers hesitant to fully embrace the approach.
MarTech enables you to connect the dots, streamline the process, and identify the most effective combinations that yield optimal results.
What is MarTech?
MarTech, short for Marketing Technology, is essentially a collection of specific software utilized to manage the workflows and daily tasks in the marketing process. A rule of thumb in MarTech is to have a stack that covers every stage of the marketing funnel, from awareness and attraction to consideration, engagement, and conversion. Its use is still limited. A Gartner survey revealed that marketers only utilize 42% of their MarTech stack’s capabilities.
So how can it benefit you?
Using MarTech for a cohesive multi-channel experience
A MarTech stack can streamline data for you– which is vastly crucial to understand what customers are buying, when they are buying it, what steps they are taking in the process, and more. With MarTech, you have a consolidated view of this data which you can use to create campaigns tailored to their preferences.
In addition to CRMs and DMPs, integrating a customer data platform (CDP) can be beneficial for companies. A CDP assists in gathering, organizing, and analyzing customer data from multiple channels like websites, email, social media, and mobile platforms.
With a centralized view of data, you can make use of Content Management Systems (CMS) to create and manage content across multiple channels. CMS can ensure that your messaging is on point, consistent, and optimized for each platform.
MarTech tools can help you get a clear picture of how well your campaigns are doing across different channels. By analyzing data, you can easily spot areas that need improvement and make your efforts even more impactful. Plus, MarTech platforms bring teams together, making sure everyone is on the same page, from creatives to data analysts and customer service, leading to stronger and more effective campaigns.
Making the right choice
Your MarTech stack will only reap results if you invest in the correct tools. Unless you do that, you won’t be able to personalize your communications. One way is to evaluate how seamlessly your choice of tools is integrating with the existing ones. Look for solutions designed for multi-channel marketing to enhance your outreach. And don’t forget to consider the budget and potential ROI.
With MarTech as a strategic ally, businesses can confidently navigate the complexities of multi-channel marketing and stay ahead of the competition in today’s digital era.
