How Technology Shift is Making a Prominent Role in Marketing Industry


The last few decades oversaw a meteoric rise in technological innovation, which has had a massive impact on almost all industries. The pace is only going up with each passing year. History shows that brands that adapted to these shifts and made the most out of them, outpaced their competitors. Therefore, if you lead a marketing consultancy, it is necessary to focus on technology. 

Marketers are continuing to find new methods to increase their brand reach and interact with their target audience in ways that offer positive outcomes. In order to meet these goals, they are increasingly relying on business marketing technology solutions. 

  • Workflow Automation

Marketers are looking to streamline lead generation and management and nurture those prospects and leads effectively for their brands. For this purpose, they have increased their dependence on marketing automation tools. This has allowed them to execute redundant and routine marketing tasks with tools like Hubspot Salesforce, and Marketo. 

For instance, they are using MailChimp as an email marketing services for London and other locations in UK, that helps them with automating their email marketing campaigns and grow revenues. Such tools allow them to repurpose, circulate, and advertise compelling content to facilitate businesses in meeting their targets across a diverse range of segments and channels.

Marketing automation can assist a marketing consultancy in taking advantage of targeted and persistent efforts, which can boost website traffic, engagement, reach, and establish their brand as a thought leader. It combines the power of analytics with your content’s effectiveness to connect the right person with the right message, and more importantly during the right stage of sales funnel.  Customers like these sorts off campaigns and are willing to interact with the brand to play a role in their story. It is no surprise that these stories not only drive higher ROI for all the stakeholders, but also last longer than the conventional ones.

  • Brand Visibility

Marketers often joke that Google’s page of search results is the best place to hide a dead body. When your prospects and leads have to make a lot of efforts to search and find your products/services, then it’s likely that your marketing game is weak and needs improvement. 

These days, many marketers are relying on performance marketing to expand brand visibility and are succeeding at moving their online resources to the first page of search engine result pages (SERPs). To do this, marketers are primarily utilising attribution, ad tracking, and retargeting software, along with search and display advertisements.

Moreover, marketers are also looking to recognise platforms wherein their audience is showing considerable interest and is spending a fair amount of time. These metrics guide them to take smart and result-oriented steps for their marketing budgets.

  • Impact Measurement

It was nearly impossible to determine how a campaign performed, until digital marketing was introduced. Back then, intuition drove most of the marketing strategies and decisions, opposed to the modern way where data-driven methods back the marketing decisions. 

Once brands moved to the digital landscape, marketers slowly began to prioritise metrics, such as online customer sentiment, activity, and brand presence. 

It is only technology due to which marketers were able to know about the true impact made by online campaigns on their prospects and leads. Today, marketers have the opportunity to use SEMrush, Google Analytics, Facebook Analytics, and other tools for studying valuable metrics, such as engagement, impressions, and reach. 

On a similar note, marketers are deploying social listening tools to gain insights on their target audience. Data visualisation tools, like Google Data Studio, Power BI, and Tableau are allowing marketers to view and analyse information via powerful dashboards and intuitive reports, bringing actionable insights to the table.

  • B2B Marketing

Although the leading technological innovations are prevalent in today’s business landscape, B2B marketing trends favour influencer marketing as the most important business channel for connecting a wide range of businesses. Influencer marketing is a notable part of digital marketing, especially integrating it with other channels for creating a successful campaign. 

Modern technologies like Blockchain, AI, machine and machine learning can play a pivotal role in influencer marketing and offer significant benefits in terms of performance optimisation. 

A cursory glance at the latest B2B marketing trends show that apart from influencer marketing, you also have to watch out for social media marketing – both of these spaces will be rife with competition. B2B continues to evolve as a directive and bold marketing strategy where it interacts with customers on regular intervals and shows content visualisation via AR/VR technology. 

Researching more into B2B marketing campaigns show that it has grown steadily over the last decade. Earlier, it focused on offering compelling and powerful content while later it prioritised social media platforms, and then moved to video and visuals.

In the next decade, marketing strategies will boast more of B2B marketing by connecting it with cloud computing, influencer marketing, and integrating content marketing, search engine optimisation (SEO), social media marketing (SMM), and others. Hence, it can be said that utilising B2B marketing smartly can lead to the influx of several strategic developments. 

Final Thoughts

If you want your brand to excel in the future, it is important to keep up with the evolving technological trends. For that, you can send us a message, so we can help your marketing department to maximise the use of technology

Author Bio:

Fyami is a curious growth and lead generation agency in London, that provides demand generation, lead nurturing, digital, social media, and general marketing support and solutions.’ Our mission is to get more businesses in this technology-led digital age. Faye believes in positive influencing, transparency, diversity, being inquisitive, being tenacious, and sharing knowledge. She has a Master’s degree and is currently partaking in doctorate business research relating to the CMO and CTO collaboration.


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