MarTech is a combination of marketing + technology. In today’s world, it is almost impossible to separate one from the other. Good marketing initiatives use technology to collect market data, measure interaction, anticipate user intent, and disseminate your message.
The number of MarTech companies is on the rise and we have entered a world where Google Analytics is not the most common tool for consumer insight.
In order to stay competitive, businesses need to invest in some sort of MarTech tool to help them streamline their marketing efforts. Some companies will do marketing and analytics in house, most will outsource marketing to experts to specialize in this domain.
Customer trust is at an all-time low. Consumers are constantly bombarded with brand names and messages. Customer service is a major focus this year (and we believe will be here to stay for quite a while). Customer service has a large sales component as many customers will engage with the brand directly this way to get questions answered, make returns, and troubleshoot. The opportunity to work with customers and create brand loyalty is huge here.
Word of mouth is more important than ever. It may take place in the form of an Instagram post or a link on Twitter, but customers are choosing to follow the advice of their “friends” rather than Google searches.
Stats suggest that as much as 69% of the customer’s decision making on whether to buy from you happens before they speak to you. It’s all the more reason for you to invest in your site, your blog, your photos, your videos, and your reviews. Make sure they are in good ongoing shape, and that they reflect the image you want to project.
Social Media is all about trust + transparency
Similar to the lack of consumer trust we mentioned above, social media has become more polarizing. Customers are looking for brands that share their ideals.
Nike showed this last year when it made the politically divisive decision to make former quarterback and civil rights activist Colin Kaepernick the face of its global advertising campaign. Kaepernick was criticized by many, including the President, for getting down on bended knee during pre-game national anthems. It was in protest over police brutality against Africa-Americans.
This is the future of social media – and no, it doesn’t always have to be a political statement. But consumers want to know where your business’ beliefs, morals, and alliances are. And they want to identify with companies who share their concerns.
Transparency and having a solid brand identity is key in 2019 and beyond. To read more about how to create your brand identity, read our blog post: Telling Your Digital Story to the World.