Ronaldo Gomez is a seasoned marketing expert who carefully balances technology with tools to ensure he and his teams are never overwhelmed by the massive world that is marketing.
There’s no denying that today’s marketing technology empowers brands to do some incredible things. Between incredible feature sets that track detailed analytics, to bots that handle conversations automatically, it’s quite a world we live in. You would think that all of these new things are positive changes to the industry. Is it possible they could be hurting more than helping?
It’s time we looked at the wide variety of tools and features available to us and draw some boundaries. When does too much technology start to tip the balance? Let’s find out!
The Content Conundrum: More Technology, More Problems?
When marketing first began, it was simple. At least, it was compared to today’s standards. Sure, there were problems and challenges, but they were all limited to a set number of platforms. As technology grew, marketing grew as well. We went from things like print, radio, and television, to the vast territory of the World Wide Web.
The internet has opened up a frightening amount of channels for marketers to consider. Meanwhile, the rise of the smartphone has lowered the average attention span by a considerable amount.
The result of all this, is a mixed bag of pros and cons for marketers. Let’s take a look at how it all breaks down:
Analytics and Data
Let’s start with two things marketers always want more of: analytics and data. This falls under the category of “be careful what you wish for” however, as today’s tool provide so much information that it can be a digital landslide trying to figure it all out.
In the age of “Big Data” it’s overwhelming for marketers to try and sift through all of it. Instead of trying to source everything you could ever want (even if you don’t need it), be sure to parse and segment your data into manageable solutions.
For starters, don’t use more than one analytics platform. When you do, filter it based on the exact data you need. Cut out the noise and you’ll be able to avoid this problem that many other marketers run into.
More Channels, More Content
We’ve expanded our marketing reach way beyond simple things like email, but those things are still important. Still, how do you manage social media platforms, email marketing, PPC campaigns, blog creation, and everything else? Technology has enabled us to do more, but that also requires us to do more work.
In fact, studies show that the expected growth rate for web content is 500% by 2021! People are demanding more content, and because of our short attention spans, the life expectancy of content is lower than ever.
Marketers are being stretched too thin, and technology is to blame. There are simply too many channels. When we look at this situation, again the problem is focus. Yes, people expect more content, but you don’t have to cover more platforms as well.
Find out where your having the most success. For some, it’s email, but for others it could be social. Buckle down on the things that work and optimize those before you try adding more to your plate.
In the same way that technology hurts, it can also help. There are tools out there that can help you manage and curate content while also increasing productivity faster than ever before. My personal recommendations are the following:
- Buffer – For managing and scheduling social media posts
- Canva – For making and editing images quickly
- Google Analytics – For tracking your KPIs
- BuzzSumo – For uncovering topics that your audience wants to read about
- Grammarly – For ensuring your posts are written properly and without errors
- IFTTT – If This Then That, for automating simple process and saving time
- Pocket – For saving content that you find so you can share it to your followers later
Technology is most certainly causing more work and more confusion for marketers, but like any double-edged sword, it’s also helping in its own way through tools like these.
Marketing has become more complex and influential that anyone could have predicted. Technology is partially to thank for that, but this massive growth has also made keeping up harder than ever before. By staying focused on the specific things your business needs, and utilizing tools to keep your productive, you can counterbalance this shift in marketing and ultimately find your place in this chaotic digital world. How do you leverage technology to overcome obstacles in your marketing? Let us know in the comments!