As a CMO, you have many tools at your disposal, but the current technology landscape has expanded so enormously over the past decade that even more tools have been added. Not only has the choice of software expanded significantly, but the software has also become more detailed in terms of content. But how should you handle all this increased information so that you can apply it to online marketing for your company, your products, or your services?
First, it is important to see the distinction between the different types of software. A distinction can be made between promotional software, experience software, and management software.
The promotional software targets consumers through advertisements, social media, mobile marketing, and SEO tools.
The experience software takes into account consumer experiences captured in data from media such as e-commerce, apps, forums, and Facebook.
The management software is internally focused on the use of technology to improve the promotion of products or services through sales and marketing automation, business intelligence, digital asset management, CRM, and multi-channel management.
This demands a great deal from the CMO. Firstly, by familiarizing themselves with it; secondly, by making it their own; thirdly, by translating knowledge into practical implementation; and fourthly, by preparing the marketing department for it. Therefore, five guidelines are provided to offer support.
1.
Failing to invest in technology is fatal. Marketing technologies are so ubiquitous and used so frequently that, as a company, you cannot avoid investing in them. From a competitive perspective, you even ought to keep up; otherwise, you will fall behind in terms of information, which will come at the expense of revenue.
At the same time, you need to bring the marketing department up to the right level so that they use and interpret the correct technology software for the right business objectives. Consequently, enormous complexity confronts the CMO and the marketing department.
2.
The CMO takes the lead in the research and implementation of marketing technologies and ensures full knowledge of the associated fundamental principles. In addition to involving the marketing department, close ties must also be established with the ICT, Customer Service, Product Development, and Sales departments. As CMO, it is impossible to achieve this successfully alone. The integration of this knowledge is of crucial importance.
3.
If it turns out that there is insufficient in-house know-how to combine knowledge and technology in such a way that a strategy can be developed, then it is wise to hire an external expert.
4.
Ensure that there is at least one person in the Marketing department with knowledge of marketing automation. The complexity is so great and extensive that an expert needs to work on it. He or she can then support the CMO with data analysis and advise on which other marketing systems could also help achieve the business objectives.
5.
Stay continuously up to date with developments in the field of marketing technology. Also follow the forums, blogs, and vlogs so that you always have the most recent information at hand.
The collaboration between the various experts will pay off in a successful future.
