Now, we are witnessing exponential growth in the range of products, terabytes of new data per
time unit, loss of focus of the consumers and a fierce fight for their attention. This
results in confused customers and confused traditional marketing, which simply does not have
time to adapt and fail.
This all is a perfect fuel for technology development, because algorithms are super fast,
super accurate and independent of emotion. Marketing should fit into technology development
against the background of the inevitable global technologization of all industries.
The classic approach to advertising campaign planning is to describe the portrait of the
consumer and use it to determine the social and demographic characteristics of the target
audience. Then communication channels are selected using industrial software and a mass
campaign is launched to the entire audience through these channels. But this happens if
there are large budgets.
Meanwhile, digital remarketing catches up with people’s interest in a particular
product and leads them to purchase faster and with lower investment. But there are
inevitable pitfalls here. For example, when a person already has bought a refrigerator and
still sees ads of different models for some time.
New targeting level
Global trends tell us that the consumer is a king. The better you understand and hear the
consumer, the more likely they are to choose you. A MarTech services company can help
identify these different audience segments within familiar target groups.
In the world of finance and blockchain, there are still the same stages of brand awareness:
knowledge, interest, consideration of an offer, intention to take some action, assessment of
necessity, decision and satisfaction of need.
So MarTech (marketing technologies) are platforms and ways of their application, which allow
marketers to establish communication with the potential consumer in the digital space at any
of the stages of the customer journey.
MarTech helps startups:
- increase personalized targeting;
- assess the effectiveness of advertising campaigns more accurately;
- collect and utilize data to make the best decisions.
Trends of MarTech consulting services for startups
- Growth of the number of automated platforms that solve the tasks of collecting data
about consumers, integrating data from different sources and profiling and segmentating
of consumers (data management platforms and customer data platforms).
- Mobile-first approach, because about 64% of all access to the Internet in the world is
carried out through smartphones. The speeds of 5G technology will significantly increase
the accuracy of local targeting and the possibility of interaction between IoT (Internet
of Things) devices.
- Omnichannel and technology platforms that enable brands to track, measure and optimize
consumer interactions continuously across the entire journey, regardless of the
channels.
- The boom of optimizing the content for voice requests. More than 50% of searches
worldwide are voice-activated through smartphones or smart speakers like Alexa.
Consumers want relevant, personalized answers to their questions.
