There are many demands in marketing today, but one that continues to present an overwhelming need is technology. Having technology available gives marketers the ability to process big data which in turn helps them make smart marketing decisions. Having access to the right platforms to conduct marketing activities and for consumer research is an equally important need.
The call for marketers to invest heavily into technology has been around for some time. Experts understand that investing in technology helps in two ways. First, it has the potential to generate a new revenue stream that hitherto did not exist with traditional marketing platforms. Second, it helps increase the exposure that the brand can achieve over their targeted audience. This eliminates the guess-working that traditional marketing campaigns do which helps in better ROI.
Data in Marketing
Data analysis is a large part of marketing. To achieve optimal campaign performance, marketers must benchmark and review key performance indicators and must have the ability to estimate trends in the marketplace. There are many technological requirements that developers must evaluate in order to fulfil the needs of marketers today.
There is an increasing demand to enhance the ability of marketers to review their campaign results across a variety of platforms. This is a huge data mining problem. At present, the technology that is available with a number of small businesses to help them review sales results from offline and online marketing efforts is dismal at best. But we are closer to bridging the technology gap in order to start making clearer decisions on marketing campaigns. The computer science and engineering industry is close to finding a solution to the multi-screen and multi-channel technological need in marketing.
Technology Affects Branding
One thing that is extremely critical to marketers is how their brands are perceived by customers. Technology has started playing a crucial role here. Consumers using mobile devices have high expectations and a sub-par user experiences on mobile devices could instantly set off a PR disaster thanks to today’s social media. This is a massive challenge for marketers and businesses in general as they strive to keep their online users happy. A failure here inevitably leads to negative branding.
With increasing diversification of OS applications both on the desktop and mobile platforms has resulted businesses having to stay constantly on their toes to ensure uniform experience across all these various access points. Consequently, the Computer engineer requirements today often include advance understanding of mathematics, analysis, critical thinking, problem solving and science to create programs and systems that work in solving diverse issues. There is a growing demand on the scientific and engineering communities to produce the talented workforce that will address today’s technology needs.
The demands placed by technology are ever-growing across industries and it is no different in the marketing community either. The key to solving this challenge is to invest in the right technology and fostering development in engineering. This will ensure that the marketing campaigns are targeted accurately and consistently across the various platforms available today.