How Marketing Technology Can Enhance Your Business

Marketing Technology

Google “marketing technology” and you will find hundreds of different articles, websites, software products, vlogs and social media posts describing all the new technological features. let’s take a step back, and discover the impact of marketing technology, and learn how marketing technology can help enhance your business. Marketing technology can be defined as the tools and platforms used by sales and marketing organizations to effectively complete their duties. These tools and platforms assist in day-to-day business functions on multiple levels, and offer substantial opportunity for marketing professionals by providing big data that concentrates on specific targeted leads.

Below is a list of essential marketing technologies that can help enhance your business:


Retail and advertising pioneer John Wanamaker famously expressed how difficult it was to track your marketing success with his quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Until most recently that was true; however, since the installment of marketing technology analytics, smart marketers can figure out which half is not working.

Best tools to use: Google Analytics, Adobe Analytics

The most popular marketing technology to use for website analytics is Google Analytics. This software is free and used by over 80% of small and mid-market websites. Google Analytics allows you to track: amount of users who visited your website, the duration of a user on your website, the tools they used to find your site, pages viewed, links clicked on, and much more. This software gives you an abundant amount of potential of targeting a segmented lead.

At some point if you feel the need for a paid version or another enterprise to analyze tools, consider Adobe Analytics. Adobe provides a few more bench points to track, such as video, statistical projection data, live stream data, mobile marketing and attribution.


Email marketing is not something new. In fact, it has been around for a couple decades. But even though this feature is well-known, it still is the most productive technological feature for smart marketers to use. According to DBS data, for every $1 dollar you spend on email marketing, you can expect an average return of $38. It is no wonder 80 percent of professionals believe email marketing drives customer acquisition and retention. However, this is not the email marketing of spamming people into buying lists.

Best tools to use: MailChimp, Constant Contact, AWeber, ConvertKit, CRM Software (Salesforce, HubSpot, SharpSpring, Microsoft Dynamics)

This email technology gives you permission to email customers valuable content tailored to your customers’ interests. Customize customer templates, analyze email data, monitor clicks/open rates and integrate with popular CMS software such as WordPress with these various tools.

Search Engine Marketing

This aspect is still relatively new. Search engine marketing is a tool, which smart marketers use to optimize their websites, and generate high quality content to attract search engines such as Google, Bing and Yahoo. With proper search engine marketing, you can make sure Google’s algorithm picks up your content and displays it towards the top of the page.

Best tools to use: Google AdWords, Moz, WordStream, Bing and Yahoo

SEM includes both paid search ads, like Google AdWords and Search Engine Optimization (SEO) to get organic search listings of your website. Search allows you to test and optimize keywords, ad copy, offers, website forms and integrate Google AdWords data with Google Analytics and CRM so you know which links are clicked on most. These insights are essential and most importantly will help create high quality content that will be picked up by search engines.


Mostly everyone has experienced this type of marketing. When you visit a website then leave for another site, their ads will appear on other sites you visit. If you’re not a software company, most likely you have not used this technology tool. Less than 10% of small and medium sized enterprises use retargeting. It is easy to set up and it is cost effective. This tool is only used to advertise to people who have qualified as a segmented lead. Those are leads who have expressed enough interest in your company and visit your site on a regular basis. These tools customize your products and services, so you can decide what your customers see.

Best tools to use: Google AdWords, AdRoll, RevLocal, ReachLocal

Marketing Automation

Marketing automation brings all the previous technologies together. It is software that performs day-to-day business functions on multiple levels such as email, social media, and other website actions. This software makes monotonous tasks a lot easier and efficient.

Best tools to use for small and medium sized enterprises: SharpSpring, HubSpot, InfusionSoft, ClickDimensions

Best tools to use for medium to large sized enterprises: Pardot, Silverpop, ExactTarget, Marketo, Adobe Campaign

This is a terrific technology that includes everything from analytics, online forms, user tracking to lead generation, personalized content creation, email campaigns, lead scoring, and the alignment of sales and marketing. The best part of marketing automation is it integrates perfectly with the most popular CRM software. For any more information, check out my latest blog, 10 reasons why marketing automation is perfect for a small business.

According to Ascend2 and Research Partners, only 42% of companies use marketing technologies. The adoption of technology is the future of marketing. Gartner estimates that by 2020, 85% of customer relationships will not involve a human on the business side of things. One may think that the adoption of technology would depersonalize the selling experience, but this is not true. Technology gives you the chance to create an automated advertising experience and add a personal touch to your customer retention. Plus, it provides performance indicators, which can facilitate more effective marketing campaigns, and reduce the possibilities for human error.

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