We’re all looking for ways to reach out to customers better than we did in the past. Much of this happens with digital transformation, which calls for the integration of marketing technologies.
What is digital transformation?
Digital transformation involves transitioning from using traditional marketing tools to digital ones. For instance, some marketers no longer send paper postcards via postal mail to customers.
Instead, many companies now send a brief email with their logo as the letterhead. They also use automated calculators to program algorithms for fast customer service analysis.
Any data-driven software used to tailor advertisements is also part of digital transformation. The process of switching from traditional to digital marketing takes time. It may include using several types of marketing integration technologies.
Types of marketing integration
Marketing integration technologies take on several forms. Some of the tools used to promote products and services run on the “back end,” such as what you see on a social media dashboard.
Information in social media management dashboards may include charts or graphs. Some of this data measures the number of likes, follows, and shares. Other data calculates how many clicks ads receive, and demographic sales information may be included.
More specific explanations of marketing technology integrations are provided below. It covers some of the most-often-used tools used in digital promotions.
Automated emails
One of the earliest examples of marketing integration technologies is the use of emails. Beyond that, now you can schedule emails for sending to groups at intervals. This can all happen automatically. No need to spend hours sending information to email subscribers.
Data-driven analysis
The charts or graphs that show up on seller dashboards (or social media dashboards) are the best examples of this. Data-driven analysis software is integrated into e-commerce sites and anywhere social media store pages exist.
It sometimes does and sometimes does not include records of sales. In some cases, you can pick and choose from the data stored in your database. Then, you can send a request, allowing you to see statistics based on the questions you want answered about your target audience.
For instance, you might want to see what social media content most led to customer clicks. Then, you may want to see the percentage of people who bought an item on your website. If this correlates with customer content clicks, you know that content like that increased conversion (sales) rates.
Seamless paywall solutions
Do you remember the days when you had to leave a website to make an online payment? Now, that may not always be necessary thanks to new marketing technologies.
Some paywall companies allow you to set up checkout pages right on your website. It’s as if online shoppers haven’t left your site. Instead, they complete the payment, and you can even have them automatically registered on your site at the same time.
App integrations
Some front-end app integrations allow you to involve your customers more. For instance, you may allow them to upload photos for use in creating custom coffee mugs.
Otherwise, you may want to schedule automated social media shoutouts. Commenting software also sometimes includes a popular front-end app integration. Likewise, allowing people to add events to their calendars calls for this app type.
Other app integrations may work on the back end to increase customer engagement. For instance, you perhaps want to set up email auto replies right in your online store dashboard. Otherwise, maybe you want to use a file delivery system for digital orders.
App integrations during this “digital transformation age” cover all aspects of marketing, such as communications, productivity, and data analysis.
Algorithm programming
Algorithms are the set of protocols that produce a certain result. One of the best examples of this is the “recommended items” suggested to you when you shop online. It may include what other customers, who buy similar items as you have already purchased.
Other algorithms show general recommendations based on your search history. This may happen even if you haven’t purchased an item yet.
Records of what you had in your shopping cart, provided you’re still at the same IP address, may still be there. This happens even if you are not logged in to a site.
You can use some of the same algorithms you noticed on sites you shopped on to entice customers to buy from yours. This does require some programming, but it also may be based on past website user activity.
Content management software
Content management software (CMS) encompasses all that makes it easier for you to build your website. Perhaps you want to keep a page template to use for all your products, particularly for future publishing.
Otherwise, you may want to use the same design on your home page for other sections. This often happens when you want some of your sub-level navigation items to have their own page. It’s like helping you set up multiple sites in one.
Other CMS models help you store copies of widgets. Then, you can later retrieve those saved widgets and place them on as many pages of your site as necessary. In short, a CMS helps you create, modify, edit, or delete content.
Customer relationship software (CRM)
Beyond email marketing, customer relationship software helps you with all aspects of reaching people. It connects your email campaigns with your social media pages, for example. It also keeps track of what topics of content groups you reach out to prefer.
A CRM can also help you track who responds to what sales calls you make. It’s also part of what helps you optimize all your online ad campaigns.
Like most integration marketing technologies, CRMs rely on data for your success. It helps you understand your email subscribers’ browsing and buying behaviors, for instance.
Secure browser plug-ins
In the digital marketing world, you cannot ignore security. This includes providing secure plug-ins for your customers.
Of course, you will want to encourage them to use a secure browser first, and then, design the plug-ins for them. It’s usually worth the effort because online shoppers like the convenience of the browser plug-ins, add-ons, or extensions they typically use.
You may notice other integration tools when searching for the right ways to reach your online audience. Try out the ones you most think will benefit you and your customers. It varies, depending on your industry. Keep that in mind during your digital transformation quest with marketing technologies.
About the author
Megan Isola holds a Bachelor of Science in Hospitality and a minor in Business Marketing from Cal State University Chico. She enjoys going to concerts, trying new restaurants, and hanging out with friends.
