If you’ve landed here and are wondering what ‘digital transformation’ is, you can read about it in our previous introductory article to gain a better understanding of what it entails and why it is so important.
Marketing and advertising technology has always been at the forefront of technological advancement. Hence, it plays a crucial part in digital transformation by utilising some of the core technological innovations that allow businesses to integrate various business functions to have a harmonious digital infrastructure.
Cloud computing, artificial intelligence (AI), and the Internet of Things (IoT) are three key technological innovations that are driving forces of digital transformation in this time and space. By understanding how each of these feed into MarTech, we can better understand how MarTech contributes to digital transformation and vice versa.
Here is a closer look at how each of these technologies plays a role in MarTech:
Cloud Computing
Cloud computing is the delivery of computing services, such as servers, storage, databases, and software, over the internet. Cloud computing has greatly improved the accessibility and scalability of MarTech solutions. With cloud-based MarTech solutions, businesses no longer need to invest in costly infrastructure and can easily scale their marketing efforts up or down as needed. Some examples of cloud-based MarTech solutions include CRM systems like Salesforce, marketing automation platforms like Marketo, and analytics tools like Google Analytics.
Artificial Intelligence (AI)
AI refers to the ability of machines to learn from and mimic human intelligence. AI has revolutionised MarTech by enabling more personalised and effective marketing. AI-powered MarTech solutions can analyse large amounts of customer data and deliver personalised messaging and recommendations to customers. For example, AI can be used to analyse customer behaviour on a website and deliver personalised product recommendations or to analyse customer interactions with chatbots and deliver more personalised responses. Some examples of AI-powered MarTech solutions include customer service chatbots like sendesk, predictive analytics tools like IBM Watson, and marketing automation platforms like HubSpot.
Internet of Things (IoT)
The IoT refers to the interconnectivity of physical devices over the internet. IoT devices can collect data on customer behaviour and preferences and enable more personalised marketing. For example, a smart speaker like Amazon Echo can collect data on a user's music preferences and enable more personalised music recommendations. IoT devices can also be used to collect data on customer behaviour in physical stores and deliver more personalised marketing messages. Some examples of IoT-powered MarTech solutions include in-store beacons, smart home devices, and wearable technology.
Cloud computing, AI, and the IoT have greatly improved the accessibility, effectiveness, and personalisation of MarTech solutions. By leveraging these technologies, businesses can deliver more relevant and effective marketing to their customers, leading to improved ROI and overall marketing effectiveness.
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