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The use of technology in marketing – merging data and creativity

May 30, 2019, 9:59 am

As technology develops, it’s gradually revolutionizing the marketing world. A lot of benefits have come from advancements in tech, though the challenges it also presents can’t be overlooked.

These days, businesses need to be able to run marketing campaigns in real time, which work across multiple devices. This is potentially strenuous in terms of pressurized turnaround time for the campaigns, along with ensuring companies have a diverse range of staff skilled in both the creative and the technological and analyze aspects of marketing. They also need to be able to collect and utilize data, making sure they are in accordance with the new GDPR rules. Here, we’ll look at how technology is changing the marketing sector and how to overcome the most common challenges it presents.

The positives technology has had on marketing

Technology has had a significantly positive impact on marketing. It’s helped marketers to:

  • Reach a much wider audience
  • Better target their marketing efforts
  • Cut Costs
  • Schedule marketing in advance

The internet has made it possible for businesses to reach potentially millions of new customers. The development of paid ads, along with data collection, has also helped marketers to better target their marketing campaigns. Now, businesses can reach out directly to those who are most likely to be interested in their services.

These are just some of the positive’s technology has had on marketing. So, what about the challenges it potentially brings?

Tracking and utilizing data

Data has undoubtedly had the biggest impact on marketing. Allowing businesses to collect an enormous amount of data relating to customer behavior and demographics, it’s helped to really target marketing campaigns, as well as track and monitor their progress. These days, you can track everything from visitors to your website, to the keywords or campaign that led the customer to make a phone call. Mediahawk’s call tracking services allow effective measurement of ROI for marketing campaigns, which would be impossible to measure without accurate and complete data.

While data collection and utilization is a powerful tool for your business, there is a challenge in terms of GDPR. The new regulations relating to the collection, storage, and usage of customer data, can be difficult to navigate so it’s crucial to understand GDPR prior to using data in marketing.

Don’t over-tech your business

A common problem in marketing today is that some businesses are trying to utilize too much technology. If you over-tech your business, it could actually become more of a hindrance than a help. It’s important to focus on one piece of new tech at a time. Ensuring you learn everything there is to know about the technology you’re using will help you to better utilize it within the business. Only then should you look into other tech solutions.

Overall, technology has had a major impact on today’s marketing. While it has mostly helped the sector, it does present some challenges like the ones mentioned above. So, if you’re looking to get the most out of it, it’s important to follow the advice above and make sure you focus on merging both data and creativity.  

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