Transforming technology accessibility in digital marketingby
Greg Blazewicz delves into the evolving landscape of digital marketing, exploring the potential for removing barriers and transforming the sector.
Since 1990, digital marketing has evolved to encompass ecommerce, social media, smartphones, and more. This has led to a change in marketing budgets and strategies in order to match the constantly evolving technology landscape.
In 2017, TikTok emerged as a noteworthy newcomer. Introduced globally, it amassed a remarkable 1.6 billion users by 2022's close, evolving into a favoured arena for marketers to leverage. Yet another layer of complexity was added to digital marketing.
So, amidst this complexity, how can marketers continue to meet these expectations (and to exceed them) across all these different points of contact? And, how can we most effectively remove the obstacles to tech availability in digital marketing?
Improving accessibility to tools
While email marketing is extensively utilised, two-fifths of marketers believe they are paying more than necessary for it. Considering that email marketing is a foundational element for marketing teams, this sentiment among industry experts is concerning. How can smaller marketing teams compete if a significant chunk of their budget is absorbed by email marketing costs? For enterprise-level firms, this situation indicates a misallocation of resources that could be directed toward more inventive tools, imaginative projects, and strategic initiatives.
How can smaller marketing teams compete if a significant chunk of their budget is absorbed by email marketing costs?
Transforming accessibility offers advantages to all companies, irrespective of their scale, by raising the quality of marketing across the board. If email marketing takes root as a fundamental service, it has the potential to liberate additional time and resources, thereby increasing the accessibility of advanced tools like Customer Data Platforms (CDPs). Consequently, this empowers marketers with the best chances to enrich their offerings.
Take a look at the way generative AI has democratised entry into various industries. Just a year ago, AI was largely confined to the periphery of business activities, limited to high-tech firms and trailblazing Silicon Valley entities. The rise of tools such as ChatGPT and DALL-E has completely reshaped the landscape. With the availability of openly accessible platforms, both businesses and individuals are integrating AI solutions - spanning from chatbots to email design studios - into their day-to-day functions.
Companies of all sizes are reaping the rewards of this widespread advancement, propelled primarily by enhanced accessibility. At this point, marketing could stand to benefit from a similar catalyst.
Empowering marketers with innovative platforms
In what ways could these extra resources and time be allocated? Could it be for research into enhancing customer engagement, or invested in additional tools to amplify personalisation within email correspondence? Alternatively, might they be directed towards data platforms that provide an all-encompassing customer perspective?
In a landscape with various channels and touchpoints, understanding customer behaviour is key. Essentially, without marketing technology solutions such as CDPs, marketers lack a comprehensive understanding of customer actions. Consequently, they are restricted from providing seamless and personalised content for each channel. The dependence on outdated systems – and the resulting data fragmentation – acts as a barrier to accessing these essential tools and insights.
Without marketing technology solutions such as CDPs, marketers lack a comprehensive understanding of customer actions.
The technology for enhancing the efficiency and effectiveness of marketers exists and is ready to be used. It holds the capability to automate the data collection process, providing the necessary tools for personalisation. As a result, marketers can focus on other value-adding responsibilities.
The natural evolution of channels, just like with phones and SMS
In the past, sending an SMS cost money per message. Nowadays, the notion of paying for something that has seamlessly integrated into our social and professional lives appears quite ludicrous. This shift is paralleled by the expanding availability and cost-free use of Wi-Fi and data in public spaces. Similarly, within the realm of marketing, just as social media has become indispensable, email marketing – a practice that long predates this digital landscape – must also adapt accordingly.
Nowadays, the notion of paying for something that has seamlessly integrated into our social and professional lives appears quite ludicrous.
The organic progression of these avenues has come from increased accessibility, and marketing is currently poised for the same process. Offering complimentary or reasonably priced access to fundamental tools can lay the groundwork for a fresh marketing paradigm. This approach can foster collaboration among brands, as well as constructive competition, moving away from unsustainable approaches that centralise demand within a select few. It will pave the way for new entrants to enter the arena and contribute to stimulating innovation that ultimately benefits the entire industry.
The path of digital marketing is destined to continue changing. However, while other technological breakthroughs have seamlessly integrated into everyday routines, marketing technology remains somewhat stagnant in its evolution. To the point that, for a significant number of marketers, it still remains unaffordable or out of reach.
Imagine if we could establish low cost entry for fundamental tools such as email marketing – what revolutionary industry advancements might unfold? With increased time and the chance to access better technology, marketers might uncover novel trends and introduce innovative approaches that have yet to be explored. Eliminating the barriers to entry could help the industry push forward.