New technologies have revolutionized marketing, giving it a new name and new challenges. Martech (marketing + technology) is nothing more than a set of promotion and sales strategies associated with technological tools.
It’s not just about marketing, but also keeping up with current technological advances and using each new development to your company’s advantage. And with the rapid pace at which new technologies are launched, you can see the obstacles to doing good Martech work.
Martech involves dynamism and integration with several areas of the company. And the actions, if synchronized, present the company with a unique value to the customer. Marketing, with technology, still carries the weight of being a possible gateway for innovation in companies. What was supposed to be good ends up being negative for managers who are resistant to the new market reality and prefer to avoid investing in this area.
Where does Martech offer a competitive edge?
Have you ever typed a company name (e.g. DIWE) into a search engine to find its website and learn more about it? No matter what telegram number list you are from, many of us do this. After all, it is impossible to imagine a medium or large corporation without a web page, right?
It was from this need that martech began to gain its first shares. Although it did not yet have this name, it was with the use of the internet that martech began to make sense. On the website, the company shows its positioning, its strategies, promotes other service channels and sells the product or service it wants through e-commerce.
But of course, it is not to website development
Far from it. There are countless and incredible possibilities for marketing with new technologies.
Martech is so intrinsically embedded in our daily lives that there is no turning back. It is a reality. And companies must find strategies that are appropriate for the goals they want to achieve.
However, the ongoing search for a prominent place on the web forces marketing to be as analytical as it is creative. This leads to a recurring practice of gathering data, knowing what to do with it and finding other ways to obtain other data. And this is where a company finds its competitive edge.
But before exploring martech in your company, it is essential to be aware of how these innovations in the marketing area have opened the way for new challenges.
Marketing Challenges
If you have been in the marketing monitor your team’s productivity through intelligent performance reports for years or are just starting out, you may have heard of Philip Kotler, considered by some to be the father of marketing. Among his works, Marketing 5.0 brings precisely the most recent perspective on the challenges for marketing professionals in the digital world.
1 – Interact with different generations
The difference between generations is b2b reviews increasingly pronounc. Just look at the use of social media. While one generation is still learning (at a slow pace) how to use Facebook, another generation, or as it is, the “TikToker” generation, accesses all the new features that the app has to offer on a daily basis. The Chinese social network TikTok has become a favorite among young people, reaching no less than 60% of users under 30 years old.
But note that each social network not only has different audiences, but also the dynamics of use change. This means that if a company wants to present on social networks. It must to adapt its interactions according to the audience of each network.
It’s not like there is a correct or perfect generation. Each one grew up in different contexts. On the one hand, we see those who only had access to the internet in adulthood. They are the ones who occupy many leadership positions. On the other hand, we see those who were “born online”. Always on the lookout for new developments, they don’t seem very concerned with the standardized and hierarchical model of traditional companies.