Latest Technology for Digital Marketing and The Tools You Need to Know

Digital marketing is here to stay. But how you leverage this powerful tool is always changing. Trying to keep up with the latest changes and innovations in technology is a continuous task. There is always something new to be learned or tested.

While experimentation is fun, it isn’t always practically feasible; especially if you are a busy entrepreneur.

In a world where time is money, it is knowledge - not information – which is valuable. While information can be found everywhere, it’s no good without the knowledge that shows you how to use it. Today, knowledge is king.

So, rather than having to sift through endless pages with information available online about digital marketing, you can get it all right here. This isn’t just information on the latest tools to hit the online marketing world. It is useful knowledge because it has been narrowed down from hundreds of different options. This compact, concise, and useful list of twenty resources for digital marketers is invaluable.

Let’s dig into the four important types of tools for digital marketing.

1. Marketing Automation

For busy entrepreneurs, business owners, and savvy marketers, marketing automation ensures that the work you need to get done, to get your company in front of others gets done. Always. By automating the marketing process, you ensure that steps important to your business success never get overlooked. It is an incredible way to streamline productivity, while guaranteeing that the legwork of marketing execution gets done.

New technology is taking marketing automation to a whole new level, capable of personalization, real-time responses, and much more. Here are five marketing automation tools you need to consider:

• Marketo: Featuring built-in scheduling calendars and tools for budgeting, it creates killer landing pages while managing email campaigns, tracking visitors
• HubSpot: More well-known but constantly improving, the latest iterations allow for a more streamlined process for content creation and lead monitoring
• Bremy: Allows publishing your products and services on multiple channels, all in one place. Helps improve the efficiency of your marketing strategies by targeting email campaigns and tracking their success
• Genoo: Features good-looking lead pages and capture forms, and campaign tracking capabilities. Efficient and inexpensive
• Ontraport: Design-centered, it allows for customization of web forms, with ability to assign marketing tasks with automated reminders.

2. Cross Device Tracking

An innovative way to show a user advertising content on one device, and then re-target them on a different device they use, cross-device tracking is changing the way the digital marketing game is being played.

New tools are making cross-device tracking more powerful, yet easier.

• AdRoll: Tap into Facebook, Twitter, and mobile devices using retargeting capabilities, with customization
• Kochava: Leverage cross-device marketing analytics using the Identify Link technology. Also, privacy-oriented so that customers’ data is safe

3. Personalised Marketing

In a world where everyone is marketing, and is being marketed to, personalization matters. Being able to customize marketing material for your viewer gives you the opportunity to not only grab their attention, but also develop a working relationship.

The latest technology in digital marketing is so much more than just “Hi, (Insert Name)” email subjects. The following tools offer unique and compelling personalization that is easy to implement, and valuable

• PersistIQ: Intuitive A/B testing and automatic list-building makes it a great way to deliver email marketing to a specific, and captivated, audience.
• Groove: Among other things, Groove does Multi-step touch points very well
• Send Bloom: The creative solution to customization, it allows you to hyper-target your outbound marketing using super-focused segmentations, and the ability to use prospect data easily in 1-to-1 campaigns.

4. Data Consolidation

Data is a great asset to every company, except for when it becomes background noise. Too much data in a disorganized fashion is as good as no data at all - no one is going to look at it and, if they do, they will overlook a ton.

• Data consolidation allows digital marketers to make use of all of the data/information gathered. The best tools today don’t just consolidate information into reports, but also do bulk of the analysis legwork for you.
• Sales Navigator: A product from LinkedIn, it allows you to develop nearly-endless lists of prospects to target.
• Docurated: The best digital marketers know that the more valuable information they can give, the more trusted they will be, and the more successful their advertising. This tool puts things like infographics, new studies, and hard data at your fingertips, ready to fire as needed in support of your marketing campaigns.

How The World Is Responding

Digital marketing and advertising is on the upswing, with no signs of slowing down any time soon. According to Marketing Land, mobile advertising will be 72% of all US digital advertising spends by as early as 2019.

As strategies for digital marketing increase in demand, tech innovators and companies are in hot pursuit to take the lead in the industry, constantly developing tools that can improve the effectiveness of digital campaigns. In addition to tools that are optimizing current advertising strategies, digital marketers are also developing new channels to reach their audience. Podcasts, for example, are expected to be the next big wave in digital marketing, with a report by HubSpot indicating that 11% of marketers are looking to add podcasting to their marketing efforts over the next one year.

Econsultancy says that only one in five (22%) businesses are satisfied with their current conversion rates, which is indicative of the critical role that digital marketing will need to play to support business growth.

To stay abreast, you’ll need to not only apply the knowledge of effectively running digital marketing campaigns, but also be willing to take risks, constantly experimenting until you find a winner - hopefully several.

(A pioneer in digital marketing, Advit Sahdev is currently heading marketing at Infibeam. He is an alumnus of the prestigious National Institute of Technology in Karnataka.)