Digital Marketing Trends for Tech: Putting Customers at the Forefront

Tech has always been a top performer within the race of digital marketing, but tech companies got to take care to not trip over their own feet — as tech companies are held to a better standard when it involves their use of digital technologies. Further complicating matters, tech companies are often business-to-business ( B2B) oriented, and building an experience-business framework is a smaller amount natural for B2B companies than for consumer-centric businesses.

The reality is that tech companies are often spending such a lot time and energy on innovation and disruption for his or her products that they don’t take the time to devote equal energy toward their digital marketing efforts. consistent with Adobe’s 2017 Digital Marketing Study, tech companies still hold the assumption that if you build it they're going to come — which is not any longer the case.
Digital runs deep, but slow in tech

Tech companies already breathe digital. They understand the underlying technologies — in any case , these are the businesses that make those technologies. Ironically, tech companies are somewhat less likely than other industries to prioritize the utilization of those technologies in their own businesses.

Nick Christy, senior vice chairman of enterprise technology for R2i, says, “Other industry leaders mention the importance of customer experience and connected data, but it’s a serious challenge within the B2B arena.” actually , the 2017 Digital Marketing Study reveals that 48 percent of tech companies consider themselves to be only “focused” within the ir digital marketing — defined in the study as having some level of integration, automation, and technical skills, but not organization-wide.

This may be a more significant issue than it's going to seem because the race for digital maturity is a marathon, not a sprint. Further complicating matters, there's no actual finishing line during this race. Companies today have already made strides that were undreamed a decade ago. It follows that the longer term will hold opportunities and challenges unimagined today. Small shortcomings now or gaps today can cause significant and maybe fatal disadvantages within the future.
Holistic customer views can accelerate tech’s pace

The good news is that the digital marketing study also highlighted specific areas of opportunity that tech companies can use to urge back on target . one among the foremost crucial areas of opportunity for tech companies is developing a holistic view of their customers. this is often becoming gospel among B2C companies and therefore the same is true for B2B companies. They desperately need a holistic view of the customer, but it are often far more complex within the tech space with varying go-to market models, complex channel relationships with partners and resellers, significant offline interaction at trade shows, or with field teams.

Furthermore, B2B transactions often account for an outsized portion of tech companies’ business — and B2B companies often believe their sales forces to collect customer insights and build relationships. this is often an excellent place to start out , but that one-dimensional view of their customers isn't enough in today’s market. Companies got to combine offline insights gleaned by their field teams, with their customers’ online digital footprints so as to develop these complete customer views.

Tech companies got to gather and mix data and insights from across the organization — including information from analytics and CRM sources. consistent with the digital marketing study, 48 percent of tech organizations currently use CRM data to reinforce their marketing efforts — making CRM data integration a standard and important place to start out building holistic customer views.
Data integration can give digital marketing a kick starter

Whether a corporation is already using CRM data or not, that system holds critical information. Nick explains, “Your CRM holds customer intelligence that's pivotal to completing your digital strategy, including the power to try to to predictive marketing and attribution modeling.” By leveraging that data, companies can add vital pieces to the holistic customer profiles they have so as to automate digital marketing through AI .

The more data companies can integrate, the higher their analytics are going to be . Better analytics, in turn, improve the performance of predictive marketing applications, resulting in better outcomes. This becomes a virtuous cycle which will lead a corporation to success over the while .
Tech can implement digital marketing improvements

Ultimately, tech companies have all the technology they have for fulfillment , they only got to recognize that their customers — often other businesses — are often profiled and anticipated in much an equivalent way consumers are often . By making the trouble , tech companies can gain of the pack and make a far better showing. Nick says, “ Digital transformation are some things that's constantly happening. It never does stop.” The push for improvement in digital marketing can never stop either.

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