Medusa

Can More Tech Help You Market Better?

After nearly a quarter century, there is still no technology that trumps the marketing power of SMS messaging.

<p style&equals;"text-align&colon; justify&semi;">Marketing is about expressing ideas&comma; articulating value and developing and nurturing relationships&period; No amount of technology can absolve a marketer from the hard work of implementing the fundamentals&comma; but once a marketer develops a foundational strategy&comma; exciting technologies can help them maximize their ROI while reducing the time they spend on each task&period;<&sol;p>&NewLine;<h3 style&equals;"text-align&colon; justify&semi;"><b>SMS&colon; Old School Tech for the Modern World<&sol;b><&sol;h3>&NewLine;<p style&equals;"text-align&colon; justify&semi;">In 2012&comma; every technology publication worth reading celebrated the 20-year anniversary of a revolutionary communication tool that preceded the mainstreaming of email&comma; the Internet&comma; cellphones&comma; VoIP and modern arrivals like apps&period; It was the short message service communication&comma; or SMS text &&num;8211&semi; and in the ensuing decades&comma; nothing has come along to replace it or even rival it as a tool for marketers&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">SMS messages are opened at a rate of nearly 100 percent&comma; compared to around 20 percent of marketing emails&period; SMS marketing is cheap&comma; direct&comma; powerful and personal&period; Use it for both marketing and customer service&period;<&sol;p>&NewLine;<h3 style&equals;"text-align&colon; justify&semi;"><b>Analytics Tools<&sol;b><&sol;h3>&NewLine;<p style&equals;"text-align&colon; justify&semi;">According to the Harvard Business Review&comma; retail and advertising pioneer John Wanamaker once said&comma; &&num;8220&semi;Half the money I spend on advertising is wasted&period; The trouble is&comma; I don&&num;8217&semi;t know which half&period;&&num;8221&semi; As discussed in the article &&num;8220&semi;Expert Interview with Glenn Gow on Marketing Technology&comma;&&num;8221&semi; it&&num;8217&semi;s important to understand your marketing ROI &&num;8211&semi; even if it&&num;8217&semi;s just because your CEO wants to know what&comma; exactly&comma; his or her marketing budget is actually buying&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">80 percent of small- and mid-market websites use Google Analytics&comma; which is a free tool that shows savvy marketers where their money is being spent wisely&comma; where it is being wasted and where it is and isn&&num;8217&semi;t needed&period; There are also many other tools beyond the search giant&&num;8217&semi;s industry standard to measure conversion rates&comma; conduct A&sol;B testing and more&period;<&sol;p>&NewLine;<h3 style&equals;"text-align&colon; justify&semi;"><b>Marketing Automation<&sol;b><&sol;h3>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Amazon has reached the pinnacle of marketing automation&comma; which enables the online retail giant to create&comma; track&comma; nurture and convert legions of online prospects through software that understands their needs&comma; wants&comma; reservations and price points&period; Most businesses will not use marketing automation to that extent&comma; but the category of software can help generate inbound leads and free up the user&&num;8217&semi;s time by automating tasks that they would otherwise have to do manually&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">SMS is one of the most under-utilized&comma; yet most powerful marketing technologies ever devised&period; Like any marketing technology&comma; however&comma; it should constantly be improved upon and measured with analytical software&period; Finally&comma; utilize marketing automation to remove the human element wherever possible while streamlining and improving all your marketing efforts&period;<&sol;p>&NewLine;

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