Today’s marketing approach is quite different than the traditional methods we were used to for decades. The digital age largely contributed to people’s habits of switching between various marketing channels. In the past, the most expensive channels were the TV, radio, and billboards. On the other hand, today’s marketing is more sustainable, knowing that we can deliver the campaigns online and even automate a large part of it.
The combination of digital marketing, influencer marketing, content creation, search engine optimization, and social media marketing makes the whole advertising idea more diverse and more inclusive at the same time. As you can see at TheSEO, many agencies specialize in a particular industry, so their marketing targets particular people or companies, too.
And the best thing is that the current technologies may develop further or become irrelevant in the future, leaving space for even more new technologies to take their place.
So, let’s see how these things work and how tech development changes even advertising habits:
1. Using Marketing Automation Tools
The automation tools help us streamline and automate most of the marketing processes. While the content creation, copywriting, optimization, video editing, etc., require a human touch, things like scheduling, publishing, automated message responses, and comment quality control can be automated.
Some tools even let you keep track of the leads, nurture them, and move these people through the different funnel stages. That way, marketing experts save plenty of time automating repetitive and boring tasks while focusing on the more creative side of the profession.
2. AI Takes a Large Part of the Marketing
AI is not your enemy, especially if you know how to use it. When the first free large language model, ChatGPT, appeared on the market, many were afraid of it. But soon after that, people realized that the best way to prevent AI from taking your job is to partner with it, train it to work for you, and optimize the workflow.
Remember, AI is not a replacement for a content writer, data analyst, or social media marketer. But it surely can be used to summarize large documents, detect data patterns, and analyze whole websites for different purposes. AI tools can help you streamline the keyword research process, SEO audits, and social media calendars, define the ideal client and buyer persona, and adapt your marketing message accordingly.
3. Use Social Media Effectively
Social media is more powerful than ever. We have so many platforms available for various content types to reach out to a wider audience. Every business can choose the right way to promote its content and products through social media and help the target audience discover the brand.
Even though most platforms are pretty easy to use and offer tailored insights, sometimes you can leverage a social media marketing automation tool for more effective data analysis and delivery.
4. Mobile-Friendly Marketing
For decades, people were used to the horizontal concept of multimedia representation. But things are getting more vertical than ever. From Instagram stories to TikTok videos and Reels, most of the content today is mobile-friendly.
It’s not a huge tech development, but it’s a result of the complete switch from horizontal displays (TVs and PCs) to mobile devices with large but vertical displays. Don’t insist on proven marketing tactics, but try to adapt to all those new concepts and technologies to stay ahead of the competition.
5. Invest in Content Marketing
Content marketing is a strategic approach to targeting the relevant audience through various content types and channels. From the usual articles and blog posts to short and long videos, you can spot the right format and build a whole empire out of your business.
The multiple-channel availability lets you streamline the content creation on many levels. This content can be shared on your website, social media channels, and other online platforms. The best thing is that, if you’re at the beginning with your business, you don’t need to spend large amounts of money initially but scale the whole process as your business grows.
How to Integrate Technologies Into Your Marketing?
The availability of tools and solutions sometimes gets pretty confusing. Choosing the right marketing channels is also a challenging task, especially if you don’t have much experience in this field.
So, you have the option to learn it from scratch or find an agency to handle all the tasks we described with their available toolset. The second option only requires regular checks, result tracking, and monthly payments.
But if you decide to try an in-house marketing team, you’ll have to:
- Identify the right marketing goals and objectives
- Decide what you want to achieve and set key performance indicators
- Choose the right tools for your needs
- Train yourself and the employees on how to use those tools
- Create a draft strategy and test the campaign
- Monitor and evaluate the results
- Adapt the strategy according to the results
The approach is almost the same as for traditional marketing. The only difference is that you can streamline and automate the repetitive tasks that take too much time to be done. That way, you can easily integrate technology where possible and make your marketing campaigns effective but still sustainable.
Our Final Thoughts
Today’s online space is really a great place to start a marketing campaign that won’t cost you a lot of money initially and can bring you satisfactory initial results. Technology will help you scale these results, and you can improve the marketing strategy, direct the results to what really has an effect, and save time and money on what is not so effective.
Of course, it’s up to you to decide where to start and which technologies to adopt to begin with. When you get results, it will be much clearer to you what exactly works and whether, in the long run, it can help you both attract more customers and improve your service, as well as allow the business to grow in this highly competitive world.
Remember, you don’t need to incorporate all the methods and technologies we described at once. But surely, you can test what works and reinvent the overall advertising approach after that.