Marketing Technology and BYOD – Adopt the right Technology for your Business

Marketing has become a technology fused discipline that will revolve around new ideas and improved ways of doing things. Firms have devised a way to create awareness of their products and services using technology in marketing. It’s a way to capture a large percentage of their clients and customers using social platforms and blog posts about their services and products.

Marketing technology can be defined as the tools and platforms used by sales and marketing organizations to effectively complete their duties.

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Marketing technology is making a difference on how businesses engage their key stakeholders that include partners, clientele, key government shareholders and your target audience. Firms try to implement a content strategy that raises their profiles, builds awareness and attracts key leads. They will design an identity brand that gives them credibility over critical actions in the marketplace and position them high over their major competitors.

Writing a good case study for their work also assists them to turn their leads into firm prospects. This helps their target audience have a glimpse of what they offer in a more ‘realistic way’. For example, a company manufacturing luxury cars may opt to use a case study of a particular car as a form of marketing. This way they can always stay up to date with feedback generated from these discussions. Staying abreast of important discussions from your audiences on a daily basis not only designs well managed marketing plans but it helps in improving your credit ratings against your competitors. But having the technology tools and not producing high end content can still lead to failure. Content is the currency of modern marketers, including in B2B when it is ideally tailored to the different members of the buying team and stages of the buying cycle. Content can take many forms including blog posts, webinars, infographics, marketing apps, and videos as well as traditional forms such as events. Your marketing tools will then help you to share, monitor and do reporting on the different content you produce for your business.

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This marketing technology landscape graphic shows that there are over 3 874 different marketing solutions which are nearly double to previous years. As marketing needs and demands change, the world of marketing technology adapts to meet these changes.


Either the marketing or IT department (or both working jointly) are responsible for procuring, implementing, and maintaining these tools. How these various responsibilities are assigned typically depends on an organization’s size and structure.

The current marketing technology landscape looks like this:

marketing tech landscape

​Click on the image or here for the BIG VERSION of the image

Many companies have multiple platforms in their marketing technology stacks. It’s not unusual for them to have one vendor for their web experience platform, a different one for their marketing automation platform, another for the CRM, and so on.

This has become more viable for two reasons: (as per Scott Brinker)

  1. Almost every vendor in the space has invested engineering resources in making it easy (or at least easier) to integrate with the rest of the marketing technology ecosystem. Most marketing tech products now come with plug-and-play support for the major CRM and marketing automation platforms.
  2. The category of products known as iPaaS (integration-platforms-as-a-service) — along with new generations of tag management and other “marketing middleware” solutions — has grown significantly, making it easier to connect most or all of an organization’s marketing technology to a common data exchange backbone.

13 primary types of marketing technology tools are:

  • Monitoring and analytics tools
  • Marketing automation tools
  • Customer relationship management (CRM) tools
  • Tag management tools
  • Data management platforms (DMP)
  • Content delivery networks (CDN)
  • Conversion optimization tools
  • Campaign management tools
  • Email marketing platforms
  • Mobile optimization tools
  • Advertising networks
  • Remarketing solutions
  • Search engine marketing tools

Of course, even this list is not all-inclusive.

In my opinion the 5 tools any size business must have are:​

1. Marketing Automation

2. Analytics tools

3. CRM platforms

4. Email marketing tools

5. Mobile and SEO optimization tools

How do you decide which tools you need? It all depends on various factors including team size, project tracking needs, future business growth and budget. Before you invest in a new tool, ask the provider for a demo first and see if it will suit your needs. Some tools offer multiple or a suite of all-in-one solutions to help meet a marketing department’s many needs. So it’s worth considering investing in a single solution with multiple capabilities that’s also compatible with your business. Having the right marketing technology is vital to the success of your business.

Another powerful tool that marketing technology has adopted, that I want to talk about is, bringing your own device (BYOD)

Bring Your Own Device (BYOD) is fairy a new concept that was adopted in 2009 by Intel when the firm recognized an increasing tendency from their employees to occasionally bring their own device to work and connect them to the firm’s network. Today BYOD has revolutionized the way business and enterprises are doing their work and how they are connecting with their clients. It has even enticed companies to make it mandatory for their employees to bring their own devices to work. BYOD promises many benefits and advantages such as breakthroughs in innovations, better balance between work and life and improved or boosted productivity. It however brings in the challenges of managing them and securing data on these devices.

But what is BYOD in details? Smartphones, netbooks, laptops, tablets, pads and even desktops are some of the devices an employee is walking with, to their place of work. They have operating software’s such as Windows, Android and Mac. Employees can use them to access company’ data connect to their networks and even market their products and services using them. This is what organizations think is a new dimension in marketing technology. This not only revolutionizes the way marketing is approached but it cut costs to the company. This will allow them to avoid significant hardware, IT and Software costs that tend to rise as a result of diversifying and expansion.

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The emergence of cloud computing is another justification of BYOD. Cloud computing ensures that companies can exchange information and ideas as well as store this information virtually in their databases. This has presented a need for a way to acquire this information and what a better way to do this but by BYOD.

Earlier this year Huawei launced its "All Cloud" initiative in which Huawei will cloud-enable all of its products and solutions to help companies more easily embrace cloud infrastructures. At its core, the strategy involves what Rotating CEO Eric Xu called; the "full reconstruction of infrastructure networks" in equipment, network, services and operations.

According to Xu, "service providers can't deliver that optimum user experience without an aggressive cloud strategy." Driven by end users' needs for a better experience, Huawei proactively advocates the 'All Cloud' strategy, promotes network modernization, and works to enable digital transformation across industries, thus meeting end-user needs to enable customer success."

huawei technology

Another company that is embracing and innovating with Cloud Based Solutions are Pitney Bowes

Pitney Bowes launched their 'Commerce Cloud' and one of the products are the revolutionary SendProTM​. 

These new cloud-based office shipping tools allow businesses to manage multi-carrier shipping operations online, including the U.S. Postal Service, FedEx and UPS, and provide the information needed to select the best option for each item based on service level and price. The SendPro solution is the first cloud-based multi-carrier office shipping solution in the market. With the SendPro solution, small and medium businesses can now cost-effectively access via the cloud the same technology that supports large shipping companies and online retailers.

Sounds pretty impressive to me! ​

pitney bowes adel de meyer

So why Cloud and BYOD for the workplace?

Mobile apps are the major contributor to this and more and more employees are turning up with devices to acquire information. Cloud computing will not only boost marketing but will increase productivity and innovation. This is because the employees will feel more comfortable with a personal device which makes them more experts than when they access the company’s machines. The more the apps get developed and new ones introduced, the more the firm gains cutting edge as it benefits from latest features. The mobile apps users will always update and upgrade to the latest hardware occasionally.

Although these devices may be adopted, they present a few challenges to the company. They include security issues and network sanctity. These devices have resulted to data breaches. Employees with smartphones could lose their phones after accessing the company network which may result to untrusted and unauthorized persons retrieving any unsecured data. This can be disastrous if the company holds classified information and it leaks to the public. Another issue may result from a company losing their employee who becomes a potential competitor. He or she may have all the details of the company on their device and deal with the customers on his/ her own. These are just a few challenges BYOD will bring into the company. However, a company can implement a policy to deal with this so that these devices are not a downfall to them but a stepping platform to new heights.

It is important for a company to weigh these pros and cons of BYOD and implement a better way to handle them for their benefit. This is what the emerging markets are working on in order to take their businesses to the next level. BYOD have been adopted by Middle East and high growth markets such as Russia and Brazil. Therefore, marketing technology will remain a steadfast opportunity creator when firms realize the benefits of BYOD. It is important to consider the importance of a marketing plan/market research plan that will be based on opportunities. In order for that to happen, organizations must create a good image to their clients with values, objectives and goals. One of these mechanisms is the use of BYOD in workplace for your employees.

In conclusion, an expert cannot acquire good results in their workplace, if they are not embracing the right technology. It is therefore of a paramount importance for firms to adopt the right technology for their businesses lest they incur high costs when faced with numerous challenges that come with technology glitches and setbacks. This is no exception to existing/emerging businesses.

 

 

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Adel de Meyer

Social Media Strategist | Live Streamer
Adel de Meyer is a New Media Specialist, Brand Influencer, Author and Mentor based in Brisbane Australia. Adel is listed as a Top Digital blog, Top 20 Social Media coach and Top 100 Marketing Influencer of 2017 and has worked with many global brands some including Hootsuite, Pitney Bowes, Adobe, Brand24 and Huawei as a Brand Influencer. Adel regularly writes articles on analytics, influencer marketing, technology and personal branding with some of her work seen on The Next Web (TNW) and Business 2 Community.Adel works closely with global SMB enterprises, Entrepreneurs and Personal Brands by using Social Media and Technology to captivate their audiences. Adel is recognized as a leading Instagram and Twitter Influencer on Social Media and Business in Australia. She loves coffee and creative minds!