Technology is Changing, Is Your Marketing Strategy?

Posted by Laura Christensen 

Technology is changing at a rapid pace, and it’s critical that we keep up. Not only is technology driving the way we market to consumers, it’s raising the bar on the expectations of your audience. There are numerous tools and technology in the marketplace claiming to optimize your marketing efforts, but how effective are they?

To find out the effect of implementing technology in marketing programs, Return Path in partnership with Ascend2 fielded the Marketing Technology Trends Survey. We interviewed 71 marketing influencers who conduct business in the consumer marketing and sales channel to understand the true impact of technology. Consider the following key learnings to prevent your marketing strategy from becoming outdated:

Use it or lose it
Marketers have access to more data than ever before, but gathering,
organizing and utilizing the data can be challenging. 72 percent of B2C marketers surveyed indicated they have all the marketing technology tools they need, yet over half of them don’t fully utilize what they have.

Key Takeaway: Marketers need to take responsibility for their technology. It’s critical to not only advocate for the right tools to achieve your marketing goals but effectively leverage those tools once you have them.

Bridge the barriers
To understand the void between availability and utilization, marketers were asked about the barriers limiting their marketing technology goals. While nearly half of B2C marketing influencers identified inadequate technology integration as a significant barrier to success, only 37 percent have extensively integrated their marketing systems to overcome this barrier.

Key Takeaway: Marketing and IT teams need to be closely aligned to collaborate on goals and needs. Marketers should determine strategy, understand available technology, and work with their IT team to determine the right tools for successful integration.

Think omnichannel
As the reach of social networks continues to rise among Internet users, it’s no surprise marketers are investing in efforts to optimize their social channels. More than half of survey respondents (52 percent) indicated marketing technology is being effectively integrated into their social and relationship marketing. At the same time, 65 percent struggle to successfully use technology for email marketing, and the majority (73 percent) struggle to leverage technology in their account-based marketing efforts.

Key Takeaway: Technology is just one hurdle. Marketers need to address organizational and execution challenges across channels to deliver a seamless customer experience driven by marketing technology.

Read our complete report: Marketing Technology Trends for Optimizing Consumer Marketing Performance to compare where your marketing strategy is in the technology race.

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About Laura Christensen

Laura Christensen is an Email Strategist on Return Path's Professional Services Team with a passion for helping email marketers exceed subscriber expectations. With over 15 years experience in the email industry, Laura has worked with a broad range of clients to provide strategic, data-driven guidance to increase email delivery, subscriber engagement and revenue. Connect with her on LinkedIn.

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