How to boost marketing campaign performance with martech

By Geff Harper on January 25, 2019

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If you’re delivering sales and marketing solutions without an optimal martech stack, you’re sailing in the doldrums. But we may be able to get you sailing in the right direction so contact us or read on!

Digital media

The modern world has seen an explosion of digital media which has allowed more voices to be heard than ever before. With this comes a critical challenge to marketers.

In times gone by, consumers had a relatively high threshold for listening to generic ‘buy my stuff’ messages put out by businesses. But this has changed dramatically. Today consumers are slammed with marketing messages and are only open to the ones which are specific to them, and meet the specific needs of their place and time. You can’t just make an advertisement; you need to craft the right message, and get it to people in the right way, at the right moment in their purchasing journey. Nothing less will do and businesses who continue old school marketing tactics which are not based on individualised data intelligence are on a 1-way ride to extinction-ville.

This presents arguably “the challenge”  that modern day marketers must resolve. It’s actually impossible to tackle this manually which is why martech or marketing technology is the essential infrastructure needed for today’s marketing campaigns.

What is Martech?

Despite the fancy name, it’s not a new concept and is already a part of established business practice. We’ve recognised the value of CRM (Customer relationship management) and CMS (content management systems) for decades, and these ‘martech’ solutions are now seen as critical business tools throughout the world. Likewise, we’ve long had the technology to use tools for drilling deep into buyer behaviour through Google Analytics, tracking cookies, the Facebook pixel, and other established pieces of the modern marketer’s toolbox. The problem is that the sheer volume and scope of that data has made it extremely difficult to synthesise into practical marketing intelligence, and so more martech tools are needed.

eDM software, social communication tools, chatbots, tracking pixels, analytics reporting, lead nurturing and marketing automation funnels are all examples of martech that effectively takes in data, and allows you to work with it as you really need to. You no longer have to try to figure out how each piece of data correlates with every other piece; it’s done for you, giving you the opportunity to meet the needs of today’s demanding customer.

This is critical, because, as mentioned before, consumers have reached a point of demanding to receive messages tailored to their needs and tastes, and are turned off by messages which address them in broad-strokes. Martech permits you to bore through the layers of data to create true market segmentation, not just guesswork or approximation. Instead of receiving messages which feel (and are) generic or cookie-cutter, consumers get to find exactly what they seek. And through understanding the customer journey, developing a clearer picture of the customer and the customer’s thought process, marketers can now boost and scale the performance of their marketing campaigns with timely data insights from their suite of martech tools.

Attribution; the holy grail of marketing

Finally, we reach what is arguably the holy grail of marketing: lead attribution. It’s been the work of decades to try to track and understand what creates the best client response, what optimises advertising spend for maximum sales, and what, exactly, clients want and how they respond to what they’re offered. Martech gives you the ability to attribute specific customer actions to specific marketing channels, allowing you to deeply enhance the effectiveness of your ROI reporting – what every marketer is expected to do. Using Martech, we can now see if a particular social media post, eBook, or a Google Adwords listing elicits desired customer response, and we have all the data necessary to optimise those responses for minimum cost, maximum output.

If you’re looking to thrive in today’s hyper-competitive marketing landscape and would like some help, reach out to us for a friendly Martech chat.

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Geff’s been in design for nearly 20 years, in digital for the last 10. Geff uses User-Centred Design principles to develop CX and UX that delivers for clients. He loves problem solving, leading design sprints and prototyping. Geff advocates strongly for user feedback and enjoys the challenge of creating solutions that positively impact user behaviour and interaction with technology.

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