MarTech

Small Businesses That Own Their MarTech Can Edge Out the Competition

Adjustments to data protection regulations and Big Tech’s revamping of how applications and third-party brokers acquire data sets have upended the world of user data management and remarketing. Big Tech, GDPR, privacy browsers and different privacy compliance standards are removing the user data of billions of users from the control of third-party marketing providers that cannot be relied upon to use this data safely and ethically. Nevertheless, a brand’s direct-to-consumer engagement on its own website remains unaffected by these developments. Consent, customer confidence and the user experience should already be of the utmost importance; nevertheless, with the diminution of third-party data, they become essential.

As a first-party data owner, you retain autonomy over the consented data you acquire and the way you use it for marketing purposes. Hence, this creates an expanding opportunity for firms to combine mobile measurement partners (MMPs), consumer data platforms (CDPs), analytics and conversion data into a single application to acquire a holistic perspective of their clients.


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Every business preserves an online presence in today’s e-commerce ecosystem, and small businesses have been limited in their advertising efforts to either do it themselves or blow ad budgets on generalized campaigns without fully understanding their target audience and how to acquire qualified leads. This is where things get exciting for small businesses, which were previously unable to create segmented customer profiles to target their relative advertising markets effectively.

With the assistance of cutting-edge tools and platforms, SMBs can reach their marketing objectives more quickly than ever before, while also saving time and money. Modern marketing technology (MarTech) encompasses the software, cloud-based solutions and platforms that marketers use to plan, execute and monitor campaigns, as well as assess and analyze their performance. It may be used in various ways inside a company, including advertising and marketing, content and experience, social and relationship management, and sales data management.

It is no longer necessary to go through several syndicated reports, client data and click data to construct segments and personas. MarTech integrates first-party, behavioral and custom data, allowing strategists to develop segments and personas that enable marketers to hyper-target people in a fragmented media landscape.

Achieving business objectives through MarTech

Especially for SMBs, there are several improvements occurring that provide scaling businesses a competitive advantage. The goal is to recognize your capabilities, establish what sets your firm apart, and engage prospects and customers where you give the most value. Effectively achieving this objective requires using basic technologies to make it simple to assist individuals while serving customers and expanding your enterprise.

MarTech may provide SMBs with significant long-term growth and expansion benefits. Investing in superior marketing technology solutions can allow you to reach your objectives more quickly and exceed your competition. With the appropriate MarTech stack, businesses can enhance and optimize their marketing processes, uncover new methods to engage with customers on an individual level and assess campaign outcomes. But how can you use this revolutionary technology in your small business?

According to a survey by Moore Global, the MarTech industry was valued at $344,8 billion by the end of 2021, and its growth was described as “explosive.” In addition, the research reveals that 61 percent of respondents anticipate an increase in marketing technology expenditures over the next 12 months. These statistics indicate a wider use of MarTech solutions among business owners, including SMBs.

Overall, first-party data best practice is about a value exchange that occurs in both directions: The consumer benefits from a more qualitative experience, including personalization at all stages in the customer journey and relevant ads. Conversely, the brand benefits from the prospect of producing a relevant experience for its consumers, which has a great positive impact on business metrics such as conversion rate, retention rate, and lifetime value. The insights that the companies can obtain from their first-party data provide them with an additional benefit: a greater level of marketing efficiency.

How MarTech uncovers the customer persona

Creating a competitive edge remains the focus of the contemporary business strategy, but in a new manner. Utilizing the global technological infrastructure of connectedness, we now leverage benefits via network effects and learning effects. And positioning and branding are unquestionably crucial success factors for realizing network effects.

Ultimately, customers and the ecosystem as a whole benefit from connected data leading to connected experiences. A cohesive MarTech stack provides the benefit of more closely correlating data for this purpose. Considerations of the creative message, user experience and privacy rules contribute significantly to a first-party data-driven approach’s future success and scalability. The essence of this transition is shifting from using third-party data to target customers to knowing people intimately.

Since MarTech data is becoming more diverse, there is a solution to serve on the front end of marketing campaigns by segmenting and building personas. This will enable marketing strategists to acquire an in-depth understanding of their target consumers, ultimately increasing marketing ROI on the back end.

Let us also consider the nearly 1.8 billion active Apple devices and how iOS 14 and beyond had impacted the digital advertising industry when they limited tracking and user data collection via their new App Tracking Transparency (ATT) platform. This move by Apple alone puts businesses in an advantageous position to create their own customer profiles for targeted advertising and create a trusted relationship with their consumers.


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Personalizing business strategy and facilitating marketing automation

The capacity of enterprises to provide a more customized approach than in the past is essential to exploit this data. Overall, the more data you own, the more knowledge you must target campaigns at segmented groups across all of your channels. And the more your ability to comprehend your prospects (and customers) and focus your marketing initiatives, the more successful they will be and the more leads you will convert. This puts you in a position to develop a competitive edge for your company.

Technology resides at the core of digital transformation among firms, and when paired with marketing solutions, it may assist businesses in reducing expenses, enhancing return on investment and exploring new growth opportunities. The necessity of integrating marketing technology that supports these tactics will likely expand as some businesses transition their marketing operations to digital ways.

Facebook has almost 3 billion active users. Imagine a small business having the power to generate their own user profiles and be able to reach such an astronomical audience, that too in-house. I found it quite exciting how software companies are giving small and medium businesses that coveted access, regardless of their cloud presence. Moving forward, the ability to tap into Facebook’s conversion API without breaching user data protection laws and keeping ad costs low to maximize ROI can give dedicated edge marketing a whole new runway for takeoff.

Potentially, marketing automation technologies may automate aspects of influencer marketing, such as sifting through lists of influencers to identify the most relevant ones, setting up and running automated campaigns, etc.

Converging MarTech to acquire a competitive business advantage

For MarTech to enhance the ROI of your business, it must be versatile and adaptive. In the future, most technologies will advance much more rapidly than they do now. If you want to maintain market agility, your marketing technology stack must readily interface with all of them – even if you do not know what they are yet.

BCG concluded that using first-party data for critical marketing operations resulted in a revenue gain of up to 2.9X and a cost reduction of up to 1.5X. Despite its obvious advantages, however, most companies have yet to realize the full potential of first-party data.

If your existing stack lacks critical technologies like artificial intelligence, data analytics, and automation, you are not alone. But you will need them if you intend to swiftly recognize and react to client demands, provide exceptional customer experiences, and be future-ready. An agile and adaptable stack gives you a competitive edge by rapidly and effectively adjusting customer experiences in response to market changes, such as by expanding channels and providing consumers with additional choices and self-service features.

Bottom line

If businesses have the objective to go further along the digital marketing maturity curve, it is critical for them to construct first-party data capabilities. First-party data practice is a two-way value exchange between customers and companies in a world where people are more concerned about protecting their personal information while still want to have their purchases and online activity personalized.

As the pace of digitalization continues to accelerate, SMBs should leverage their vantage as first-party data owners and must construct solid MarTech frameworks to support and maintain business expansion. While marketing teams continue to navigate new waters in the face of constrained marketing budgets, more business rivalry, and higher goals, MarTech and AI solutions are emerging as critical resources for driving corporate success.


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