By Phillip Kamungoma, Digital Specialist
The marketing function has always been fluid, continually evolving to new models and forms.
As the field grows and becomes more competitive, marketers leverage new trends and technologies to attain a competitive edge over corporate rivals, as such, the industry is plagued with Shiny object syndrome– the tendency to chase something new, be it technology, strategies or ideas.
This phenomenon is apparent when it comes to the adoption of MarTech.
MarTech, otherwise known as Marketing technology, is software and tech tools marketers leverage to automate marketing processes, collect & analyse data to streamline campaign efforts, ranging from Chatbots that engage in conversation, Artificial Intelligence tools that write emails and social media posts to software that analyse data.
These tools do offer obvious benefits, such as automating processes and saving time and allowing for the management of a multitude of marketing channels.
They have, however, posed a new challenge. Many end-users find automation tools very impersonal and robotic, which puts off certain potential clients.
Let’s take chatbots for example. If a company employs them on a website without careful consideration and implementation, the bot may not target people the right ways, and simply pop up and disrupt a customer’s experience with unhelpful information, causing an annoyance thereby creating a negative association with the brand.
The remedial strategy here is to take a Human-first approach. This Prioritises a personal experience for each customer, appealing to each person’s emotions. This approach ensures content is personalised and authentic
Human-First Marketing and MarTech tools don’t have to be mutually exclusive, in fact, they can be merged to get the best of both.
Creating an Automated Human-first experience
The rule of thumb is simply, Strategy over Tactics. Your audience, firstly, as well as company objectives must always be key considerations when leveraging new technologies, as these must always complement your overall goals.
For example, if your audience is mostly adults in their 40s and 50s, it’s probably not wise to invest tons of money and time into marketing on Snapchat — that’s not the tool your audience uses most frequently.
By letting strategy, not tools, drive marketing, companies can ensure they don’t waste time and money using technologies that are poorly suited to their audiences and goals.
As I’m sure you’ve heard, content is king. It is imperative to create content that drives actions. Utilizing engaging content with an AI-based curation tool will allow you to classify content and improve delivery due to the analytical ability of the software, letting you identify what content will work best for each customer segment, further enhancing campaign strategy.
MarTech should be used as a complementary tool for marketing and not as a substitute for strategy. It is a catalyst in reaching and engaging the modern consumer and if partnered with an engaging, human-first approach, becomes a robust tool in the hands of modern marketers.