What tools are used in the work of a marketer?
There are many tools available today to execute digital projects. Let's take a closer look.
Sellers' tools aren't limited to their primary specialty. In the current environment, it is almost impossible for experts to set up an effective workplace without aids, the most important of which is of course a laptop. While computer applications open up new possibilities for automation, this does not mean that digital technologies replace marketers.
It is also true that power users of one or more services do not automatically become marketing experts. For example, targeting, content, or SMM specialists may leverage support tools within their narrow areas of expertise, but not fully leverage the multifaceted marketing capabilities.
The various software products used in marketing have even been given their own name: "martech". In this article, we'll look at tools that help marketers get their jobs done and free up time to do more for the company's business.
What is the most important tool?
There are a variety of different services designed specifically for marketers. Each of them has its own strengths and weaknesses. On the other hand, each expert may have different requirements and preferences in terms of application.
Therefore, we do not list and analyze every service. We let readers decide for themselves what is good and useful and what is not. We only provide a list of the types of existing tools created to help marketers.
Remember that good apps usually only cover very limited functionality. Therefore, all services can be divided into eight groups, each group representing a specific area of marketing activities.
1 Marketing project management
It is a set of computer tools for event design, budgeting, execution and control of appointments and events. Individual apps also help initially track competitor online sources, as well as other useful online research.
2 Customer interaction system
At the heart of these software solutions is the CRM system. They allow you to collect data and track all interactions with your customers. In addition to their own functionality, CRMs allow the integration of numerous add-ons that extend the platform's possibilities.
• Build the customer journey step by step based on the actions you take.
• Tracking of customer behavior, including landing page or web browsing, e-newsletter responses, specific offers, etc.
• Lead Management: Automatically gather information about new users, nurture their interest, and score their purchase likelihood.
• Automated message management for customers.
• Reporting and analysis.
3 Customer verification
For marketing tasks, in addition to collection, the task of validating the data received from users is equally important. Automated tools can help improve the quality of the information collected.
In addition to user verification, some applications can enrich customer data with additional details, thereby expanding business opportunities at touchpoints.
4 Customer Analysis and Segmentation
While most CRM systems have the ability to analyze and segment a group of customers based on different behavioral characteristics, the specifics of a company's business may require a more in-depth analysis of customer characteristics.
This application pool provides a broader set of filters for classification and multidimensional segmentation. The resulting information gives marketing teams the opportunity to tailor more specific offers to specific customer segments.
5 Lead Generation
Apps in this group help automate the process of creating customer roadmaps and increase conversion rates at every stage. The ability to evaluate lead qualifications deserves a separate mention, as it helps determine the feasibility of additional marketing efforts for each customer.
By filtering out non-potential users, these services can reduce inefficiencies and focus on those who can generate revenue for the business.
6 Campaign Management
Existing applications help marketers organize automated online chats, send emails and texts, post on social media, and collect opinions and other online brand mentions.
These solutions make it easy to track user responses, improve customer service, and dramatically reduce response time to unsatisfied customer feedback.
7 Customer Loyalty
This set of software solutions helps automate online advertising for existing customers by using their interest data and sending personalized emails, text messages and push notifications.
8 Outcome Measures
Dedicated end-to-end analytics applications allow you to track a range of metrics important to your marketing campaign goals. In addition to automatically collecting statistics on certain parameters, these systems also help improve ad performance and compare the results of different ad campaigns.
In addition to the various software products listed above that automate time-consuming marketing processes, there are many online platforms designed to simplify the work of individuals.
They don't completely relieve marketers, but they make sense, especially if you don't have the necessary qualifications to create content, design, and landing pages.
For example, they review text, edit photos, prepare infographics, memes, GIFs, help edit videos and add effects to them, etc.
Why use them?
Specialized software products make it easy for marketers to achieve their goals. With their help, they can reduce working hours, improve the quality of results, or both. This in itself cannot be ignored, especially when you consider the workload of digital marketers in today’s environment.