4 New Technologies You Should Consider Testing

It’s no secret that technology has completely altered the way marketers’ jobs function. Sometimes, it seems the world is moving so fast—and new applications hit the scene so quickly—it’s almost impossible to keep up with the changes that are occurring in real time.

With this in mind, let’s take a dive into four recent marketing technologies that have caught our attention because they are changing the interface of today’s marketing landscape and could have significant positive impact on results.

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1. iHeartMedia’s Programmatic Ad-Buying Platform
In late 2018, iHeartMedia announced its acquisition of Jelli, Inc., a technology that powers real-time, programmatic advertisement purchases.

Why is programmatic ad buying important?

Programmatic ad buying allows companies to target their audience with personalized messages that arrive right when the data and science say people are most likely to pay attention. It can happen at any time of day or night, on the weekends or weekdays.

Programmatic buying, whether it relates to radio ad sales or pay per click (PPC) ads online, isn’t governed by humans who are watching the clock; rather, it encompasses marketing technology that watches human behavior and makes purchases for ad radio slots (or PPC real estate, as the case may be), when it’s most optimal. It’s a combination of both math and magic, as the people at iHeartMedia put it.

2. Geo-fencing for Small Businesses
This marketing technology is doing big things for small businesses. Geo-fencing is a new, creative way businesses can target their consumers using information derived from mobile devices. Thanks to Geo-fencing’s ability to utilize GPS to trigger push notifications via text messages and alerts, businesses can now create messages that resonate with their target audiences in real time.

Not only is this pertinent for getting customers into your location or landing page; it’s especially helpful for keeping them out of your competitors’ locations. Imagine sending an offer that can’t be refused to someone just as they’re walking into the door of your biggest competitor. This technology is a game-changer for businesses of all sizes, but it’s particularly designed to give small to medium-sized organizations a whole new approach to customized marketing.

Why is customization important?

Besides the fact that consumers have come to expect (and demand) customization, there’s actually a psychology behind great marketing that satisfies humans’ cravings for customization. Tapping into this need via geo-fencing can enable your business to be at the forefront of your consumers’ minds.

3. LinkedIn’s Qualified Leads
It’s one thing to get leads; it’s a completely different thing to get qualified leads. With the right marketing technology, however, LinkedIn has begun to transform itself from a resume-posting site to a company that can help organizations find qualified leads.

LinkedIn is helping companies with their marketing efforts by offering:

  • LinkedIn Sponsored Content and Matched Audiences based around supplied profile information and groups joined
  • Lead Gen Forms that are meant to make it easy for business leaders and consumers to reach out to companies with pre-filled forms
  • Intelligent Targeting, which enables businesses to reach LinkedIn members with relevant ads that match their professional interests and browsing behaviors
  • Dynamic Ads that deliver high-quality leads at low costs
  • Sponsored InMail, which helps keep consumers engaged with the brands by sending messages to targeted users

LinkedIn hasn’t done away with the foundation on which it was built; rather, it’s capitalized on the business savviness of the platform it built, offering businesses easy access to precisely the individuals they want to reach efficiently and cost-effectively.

4. Chatbots Are In
Don’t knock’em until you’ve tried them. In fact, you probably already have tried them and may not realize you’ve done so. Today’s marketing technology enables chatbots to interact with customers as though they’re real people.

Chatbots are computer programs that respond to text or online chats your customers send. Using pre-programmed responses to frequently asked questions, these wonders of artificial intelligence interact with your customers just like a real human would. This may not seem relevant on the outset, but think about all the emails you can’t get to in a day or the many customers you might be losing because you don’t have a chat feature on your website.

Why are chatbots important?

Chatbots enable instant relationship-building capabilities. They can handle multiple inquiries at once, they never sleep or take vacations, and they don’t divert from their scripts. Beyond that, they’re perfect lead-generation tools because they can vet questions from visitors and give you everything you need to start relationships off right. It’s been forecasted the use of chatbots is expected to grow by 24.43% between 2018 and 2022, meaning this is certainly a technology that’s making its mark on the marketing world as we speak.

At The Weinstein Organization, our goal is to help our clients stay relevant in today’s ever-changing marketing landscape by testing and measuring the effectiveness of appropriate new technologies. Schedule a consultation with us today!