A Marketing strategy is nothing but an extension of an organization’s business strategy: Zameer Kochar VP- Marketing at Jet Privilege Pvt.Ltd. (JPPL). #MartechMonday.

Martech1. Which are the best Martech tools that you can suggest for a business? What are the metrics/KPI’s that you consider as most important?

With the fast growing technology landscape, the marketing universe has become an optimistic pool of opportunity to elevate the overall customer journey, empower channel marketing, develop premium insight and accelerate business growth and strategy through the entire customer life cycle. However, one must keep in mind that while technology is rapidly evolving, businesses may not be at that same speed and agility. Hence, the need to have a more long-term Martech solution stack that one can rely on to deepen customer engagement. Organizations need tools that compliment every business vertical right from sales, marketing, finance to human resource and operations. The tools that one chooses will be basis the key business KPI’s that they would like to track, measure & optimize. These include everything from social media mentions, to email engagement, to lead generation, to project management to SEO and a lot more. Measurement of these key business KPI’s will automatically demand investment in marketing tools. For example, managing customer relationships is key to growing a business and hence investment in a robust CRM tool is necessary.

2. What Marketing channels plays major role in a marketing strategy?

A marketing strategy is nothing but an extension of an organization’s business strategy. As a result, every channel in the marketing mix basis the business objective should be broken down to arrive at the marketing / communication objective and determining how does that translate into a media objective to deliver on desired business goals. Once you clear of the larger goals and what it will take to deliver them, marketing channels just become mediums of communication across various business verticals to drive business ROI and impact. As the customer moves from awareness, consideration to the conversion phase, marketing channels in the communication mix like SEO, PR, Word-of-mouth, Social media, Content, Direct, Digital Marketing etc. become effective channels to drive the desired consumer behavior change enriching the overall customer relationship.

3. Why Customer data is Important for personalization in marketing?

In today’s world, customers’ needs are constantly evolving, and brands are actively investing in technology and marketing automation tools, which enables them to integrate all their customers online and offline data to create a single view of the customer. This rich data aggregated from multiple sources be it their demographic, transactional or behavioral data will help brands to drive continuous member engagement thru Personalization. Mining insights basis past historic data will also help develop patterns as to how brands can elevate the overall customer experience going forward. Knowing the customers profile and interests will allow brands to target and reach the customer at the right time, right place, with curated offers and deals. Such data insights will help in predicting customer behavior and accordingly create personalized recommendations basis their needs. We all know personalization can be an effective marketing strategy, As per Salesforce’s State of the Connected Customer Report, 57% of customers are willing to provide their data in exchange for a more personalized experience. The problem is that only 22% of customers are satisfied with the level of personalization that brands are delivering today. In the coming times, brands therefore need to rapidly progress from basic name based personalization to rule based segmented personalization to hyper personalization which is more real-time, contextual and individually relevant.

4. How marketing automation works in adding value to your business?

Marketing automation helps to effectively streamline complicated operations by substituting repetitive manual processes with simplified automated solutions. Thus, more than just automation, it helps to optimize time, resources and increases efficiency. Overall, it can help in reduction of costs, improved return on investments, creates a space for creative, strategic thinking by saving more time, as well as refine processes and expansion of tools to communicate with consumers effectively.

5. Which Marketing technologies works best in customer acquisition and engagement?

What are the major benefits in adopting Martech into businesses? No matter what business you are in, at the end of the day, nothing defines success better than your customer acquisition and customer engagement metrics. In the face of increased competition and towards their relentless efforts to align to customer challenges and goals, marketers are actively relying on marketing technologies, which enables them to reach the right decision on the right channel to boost their ultimate sales funnel. At InterMiles, we ensure a more diverse, holistic approach to technology adoption across the entire ecosystem and have invested in key technology platforms like web and mobile analytics, conversion rate optimization, A/B testing tools, digital advertising platforms, multi-channel campaign management, CRM lead management solutions as well as social media listening to response management tools to name a few. We have witnessed immense value in adopting these technologies thereby helping us to drive higher business impact and ROI.

6. What type of Martech Strategies will you suggest for a business?

Investment in MarTech tools will drive higher productivity, efficiency, better alignment and overall clarity of goals. Hence, longevity and compatibility are two quintessential requirements for an effective Martech Strategy for any business. Again, basis the objectives and which part of the marketing funnel you focusing on, your Marketing and MarTech strategies will vary. If it’s Top of the Funnel then it would be your SEO Keyword Search Analyser tools, Social Media, PPC (Google Adwords, FB Ads) advertising platforms that will help to create pull, interest and appeal for your products and services. For the Middle of the Funnel, once interest is established and a customer is willing to have your brand in the consideration set, you would look at your Content Management System to drive website personalization, landing page optimization to reduce bounce rate, Heat Map & A/B Testing tools from a UI/UX perspective to drive higher persuasion and conversation rates, content marketing to increase stickiness, engagement and average time spend on your website. Like wise, for the Bottom of the Funnel, Martech strategies adopted through online marketing automation for drop off and re-marketing scenarios will be an effective way to close the entire sales and conversion funnel.

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