By Michael Briggin
If you’re faced with multiple challenges of trying to be productive in your marketing strategy, the scope of your goals requires a deeper understanding of what’s needed to ensure productivity.
Examining what’s holding you back and what can be done to improve it starts with you asking yourself the following:
What Does My Marketing Department Need In Technology?
Before you start thinking, “it’s going to be expensive to invest in tech” understand that all technology is relative to what your needs are and not about having good gadgets for show and tell.
Also, because most tech software these days is subscription-based, so long as you conduct effective vendor analysis you will be able to figure out which software programs are the right fit based on features and price.
If your organization does a lot of direct marketing, you’ll likely need programs that can help with methods such as direct mail marketing, email marketing, and text marketing.
If engaging customers through social media is needed, Facebook and Instagram are generally important if you’re a B2C company.
LinkedIn is important if you’re a B2B company.
TikTok and YouTube are helpful for showcasing your brand through video but the presence of influencers in these platforms help just as much.
Should We Consider Marketing Automation?
Marketing automation programs can be helpful in increasing operational efficiency, organizing workflows, simplifying tasks and streamlining processes but they’re going to me more useful as your marketing department’s head count increases and priorities change.
Programs such as Adobe Marketo, Eloqua and Pardot are some of the most common marketing automation technologies.
Whichever works for you, make sure the features are relevant for your organization’s needs and that the program is going to enable you to improve, not hinder your growth.
Do We Need On Site Operations Or Remote Operations?
Marketing evolves and doesn’t need to be restricted to simply being on site or strictly remote. It can be either or a combination of both.
Consider your marketing operations as being important in preparing to serve customers at all levels possible depending on what products or services your organization is selling.
While inbound marketing may be easier to work with when it comes to remote operations, client-facing meetings may not always be impactful enough if you don’t have in-person locations.