Social Media and Martech
Martech and social media are inextricably linked and so it should come as no surprise that many CMOs have filled their 2017 martech wish lists with tools that make social media platforms more easily shoppable, media and data partners that emphasize responsible practices and accurate insights, and martech bundles able to provide reliable tracking to ensure budgets are being allocated correctly for optimum results. As ever, astute brands are focused on building brand and product awareness through both visibility and positive customer engagement, and the progression of social media via devices such as social video offers one of the most powerful techniques employed to date.
Getting Personal with Social Marketing
There’s very little mystery around why social media is such a potent tool in the marketer’s bag of tricks: it’s personal. Social media is able to move product advertising and placement from the world of faceless sales into the intimate environment of friendly referrals and individualized suggestions. Chatbot platforms are turning self-service tech into fun and friendly interactions, Facebook’s marketing platform brings together product placement and community in the highly personalized Facebook arena, and sites like Pinterest and Instagram have and continue to roll out advanced tools that quickly turn viewing into recommending and buying. Some social analytics platforms are even developing methods for tracking emojis, helping marketers better understand and provide for their customers through their social interactions. For decades, companies have worked hard to build relationships with their clients, create individualized environments that make each customer feel important to their brand, and spend time and money on market research to better equip themselves for such personalization; social media marketing tools make it possible to analyze a much broader audience and often provide insights far more accurate than traditionally used tools.
Profiting from Marketing Automation
With nearly half of the world’s seven billion-plus population accessing the internet and more than two billion regularly using social media platforms, marketers have long recognized the potential of social media martech. However, reaching and satisfying such a broad audience is a challenge in itself. Marketing automation is a constantly developing and advancing device that assists businesses with improved social media marketing utilization while actively cutting costs. With the right automation software, organizations can access various channels and apply task automation that helps eliminate human error and better handle complicated process, simultaneously measuring and optimizing marketing operations. With the evolution of marketing automation witnessed in the last decade, shrewd brands put the technology to use for everything from social media to email marketing, exploiting a variety of features from reporting and analytics, to lead generation, to customer cultivation and nurturing.
What to Expect from Martech in 2017
This year, martech advances can be expected in various spheres, with artificial intelligence currently causing a stir. Already, chatbots are being imbued with such tech to facilitate more engaging customer interaction, though savvy brands recognize the need for both hands-on human interaction combined with bot communication for the highest customer satisfaction scores. And in 2017 we could see the masses of consumer data gleaned from social media platforms put to better use as martech tools and services provide more accurate insights through less skill-intensive technologies; putting specialized tools in the hands of every marketer could result in powerful marketing disruption; that is, if developers can effectively deliver services that open martech to everyman.
There are also predictions that we’ll see less advertising fraud this year due to the expectation that ad blocking with persist and expand. Thanks to the proliferation of ad blocking, we can also anticipate more creative marketing solutions that are less intrusive and more appealing to the individual. Of course, the advanced personalization we envisage will need to be tempered with society’s growing distrust of personal data collection, and marketers will have to walk a fine line between engaging private interactions and disturbing ‘peeping Tom’ behaviors. Successfully making use of the excess of possible marketing techs from mobile marketing to one-on-one interfaces, across a range of channels, and via improved engagement strategies will make this year’s marketing better than ever, and with any luck more invigorating for the consumer too.
By Jennifer Klostermann