4 Technologies Every Marketer Should Know
Kristin Mehiel, Senior Director of Sales and Market Development at Experts Exchange takes a closer look at the different technologies that will undoubtedly leave their mark on the evolving world of marketing technology. Below, she highlights four must haves
In today’s digital age, it’s not enough for a marketer to simply be a solid communicator. The rapid growth of martech has been well documented, bringing with it a greater need for marketers to understand and manipulate the vast amount of data gathered from these tools. According to a recent study from BlueVenn, 40 percent of marketers are regularly tasked with analyzing data from 21 sources. As such, 72 percent of marketers said that data skills were the most important for them to develop.
Understanding data as it applies to marketing goes far beyond simply knowing how to use Excel effectively. Today’s robust martech tools go far beyond simple data tables, requiring a nuanced understanding of how the technologies work and how they can be best utilized to bring about campaign success. Four technologies in particular are poised to dominate the marketing space in the coming years:
1. Artificial Intelligence
62 percent of enterprises will use AI technologies for business processes by 2018, while 38 percent are already doing so, according to a recent report from Narrative Science. Artificial intelligence and machine learning are common components in today’s martech tools, allowing marketers to intelligently analyze and optimize campaigns. Machine-learning powered predictive marketing allows marketers to reach the right customers, at the right time, with the right content. Chatbots are also becoming more widely used tools that allow marketers to have more personalized, targeted conversations with potential customers.
Forrester predicts there will be a 300% increase in investment in AI during 2017. A marketer who doesn’t understand how to effectively integrate the latest AI tools into their daily workflow will be at a big disadvantage in the fast-paced marketing world of tomorrow.
2. Low Code
For years it’s been a common refrain that “marketers should learn to code.” But the growth of low-code has already made this directive obsolete. Marketers don’t need to waste their time learning a complex skill with limited applications. They should, however, learn just enough about low code systems so they can be self-sufficient in maximizing their own tools.
Commonly known as “no-code,” low-code technology powers extremely fast application development and doesn’t have the costs associated with personalized code bases. Rather than leaving the coding to their product team, marketers can use low-code tools to put together apps — possibly for an event — very quickly and without the back-and-forth that comes from having to liaise across internal departments.
3. Attribution Modeling
Although not a new technology by any means, many marketers still struggle to understand the best use and application of different attribution models. According to a new report from AdRoll, almost 75 percent of marketers find attribution critical or very important to marketing success and nearly 60 percent reported they plan to take the definitive step of changing their attribution model in 2017 to better evaluate and optimize the decision making process.
With today’s abundance of data from various martech tools, it’s crucial that marketers be able to accurately tie their activities to real business impacts. The future of attribution modeling is headed toward a blended approach that incorporates customer touch points, ad views, click-through rates, and other key data points in the path to purchase.
4. Conversion Optimization
To really be a leader in marketing, it’s key to understand the intricacies of conversion optimization. A good marketer has the statistical analysis skills to test their own optimization. Without these skills, you run the risk of wasting company dollars by testing things that don’t need to be tested, or even worse, drawing the wrong conclusions from the tests you do run.
If you’re just testing the conversion rates of your landing page, you’re doing it wrong. Conversion optimization tools allow the modern marketer to get much deeper and more technical — providing data and insights to help you optimize beyond customer experience. If you’re not experimenting with everything you do, you’re failing to harness the full potential of data.
Marketers can no longer be afraid to get technical. To really thrive in the marketing industry, as well as to maximize their company’s advertising budget, marketers need to be well versed in the technology tools of today. There is tremendous opportunity out there to maximize your marketing impact, but you need to come armed with the skills to understand the tech and data that drives these optimization tactics.