Opinion: The role of technology in improving enterprise marketing strategies

The author explains how competitors will gain an advantage in the absence of strategic marketing efforts

Dec 22, 2022 09:52:00 AM | Article | Vineet Malhotra Share - Share to Facebook

Technological improvements have always fueled business strategy and expansion. Recently, the line between business and tech functions has blurred, as have customer expectations.
 
If brands are to withstand the recent shifts in customer behavior, they must remain relevant. They must not only be aware of the changes in the role of technology in marketing but also be capable of adapting to them. In other words, identify the disruptors who will revolutionise the face of digital marketing.
 
Likewise, marketing is undergoing a fundamental transition as a result of technology, data analytics, and insights. Keeping up with the latest marketing trends is a never-ending challenge for every business. However, in the absence of strategic marketing efforts, your competitors will gain an advantage. 
 
Hence, if you haven't already, you should consider your next digital investment and how you might better understand your target audience through data. Keeping an eye out for the most cutting-edge marketing tools and technologies will assist you in increasing your company's market share and revenues. Simultaneously, you must ensure that these new marketing methods are productive and cost-effective for your business. 
 
Current challenges in marketing
 
Here are some common challenges that businesses face while building marketing strategies:
  • Clients are switching sides to cheaper competitors, making it difficult to retain and win new customers.
  • Sending the right message to the target audience.
You will need a solid marketing strategy in place to establish your brand. You will also need to customise it as much as possible. Therefore, it also needs to be consistent with data analytics.
Knowing what your target audience wants is an essential component of any marketing approach. Now that new technologies are on the increase, your plan can be even more effective.
 
Tech advances fuelling marketing strategies
 
AI-driven marketing
 
The incorporation of AI into your marketing strategy can assist in sifting through data and studying patterns in customer behavior. You can now deliver accurate and customised campaigns for more precise targeting thanks to significant advancements in data collection. Furthermore, AI-powered technology can help you improve your customer-centric marketing by providing better trend research and consumer profiling. It will also assist you in developing a more personalised approach to your marketing strategies.
 
You can use machine learning to automate operations and collect and analyze useful data. Furthermore, it can assist you in increasing your creativity in expressing the brand message.
 
Virtual and augmented reality
 
Both of these technologies are crucial in creating an immersive experience for your customers, evoking a variety of perceptions and emotions. Both also provide a one-of-a-kind try-before-you-buy experience, allowing customers to explore a product and interact with your brand before making a final decision. It is one of the most effective ways for marketers to produce interactive promotional content.
 
Metaverse-enabled companies can also host events like meetings, product demonstrations, and trade exhibitions virtually. It gives marketers new avenues to promote their brand and interact with their customers. 
 
NFTs
 
To prepare for Web 3.0, marketers will need to experiment with blockchain technology in addition to the metaverse. NFTs, or non-fungible tokens, are a popular element of blockchain technology. Businesses can develop marketing campaigns by collaborating with NFT collections and holding virtual events. There are also other trends involving brands beginning to sell them or holding giveaways in order to establish community among their customers.
 
Interactive content
 
Buyers are becoming more self-reliant as the market continues to evolve. As a result, the primary role of marketers is now to simplify things for their customers. Though it will take more time and resources to keep potential consumers interested, interactive content is expected to play a big role in assisting customers in finding what they are looking for and making a conversion.
 
Your business may be able to jump on some of these trends, but you may not be able to capitalize on others. There are strategies to avoid, so you can prevent yourself from becoming caught up in an unsuitable marketing technology fad. In addition to keeping abreast of current technological developments, it's critical to assess your company's overall position before taking any action.
 
The author is chief technology officer at Hashtag Orange