The evolving MarTech landscape: Get the answers you need

In the ever-evolving world of marketing, staying ahead of the curve is essential for success. Gavin Llewellyn, CIM's course director, recently hosted an exclusive webinar and Q&A session. In this article, Gavin answers the questions we didn’t have time to ask.

With the rapid integration of artificial intelligence (AI) and the exponential growth of marketing technology (MarTech), marketers are faced with a combination of exciting opportunities and significant challenges.

In our recent member-exclusive webinar, we answered some of your questions about MarTech, the top tools we recommend you use and how to navigate them. Now let's go over some of the questions we didn't have time to address. 

Q: How can AI tools be best used in marketing?

AI tools offer invaluable support across the marketing funnel. From enhancing reach and awareness to driving consideration and conversion, AI can revolutionise marketing efforts. Notable applications include content personalisation, automated content generation, predictive analytics (including sales forecasting), and the use of chatbots to improve customer service.

Q: From someone who has little to no experience in AI, where would you recommend starting?

If you're new to AI, begin by exploring well-known and accessible AI tools, like Chat GPT - that is the common-sense conception of what AI can offer right now. Experimenting with these tools will help you grasp their operation, discover opportunities for your marketing role, and understand their limitations. Additionally, refer to helpful guides such as those provided by HubSpot, the Marketing AI Institute, and Microsoft for beginners.

Q: How do I go about picking the most efficient and effective AI tools, with so many available?

Though it’s not easy, it’s advisable to classify AI based on intelligence level and structure. In the first instance, determine whether the AI is simple task automation or employs advanced machine learning. Then, consider whether it's a standalone application or integrated into larger platforms. This classification will guide you in selecting the right AI technologies at the right time.

Q: How do you think we should resource against this explosion of MarTech?

To manage the MarTech surge effectively, two critical steps are needed: a clear business strategy and ruthless prioritisation. With a defined goal and an assessment of your existing team's skills and your MarTech stack gaps, you can identify the most suitable MarTech solutions for your business

Q: Regarding AI integration and social media, are you aware of any platforms doing this automation?

Some AI tools for social media automation include Buffer (for multichannel campaign management), Feedhive (an AI writing assistant for post generation), and Canva (for online graphic design). As with all platforms, these are all in their infant stages. However, it is incredibly exciting to see where they end up.

Q: What tools can help with understanding customer concerns?

Several MarTech tools aid in understanding customer concerns, such as survey tools like SurveyMonkey, Typeform, and Qualtrics. Social listening tools like Brandwatch and Hootsuite can monitor mentions sentiment. Additionally, chatbots and AI assistants like Intercom and Drift can engage with customers to gather their concerns.

Q: In your opinion, which areas would be best to get training for as marketers in the future to stand out and become experts?

Despite the rise of AI and digital technologies, mastering marketing fundamentals remains crucial. A solid understanding of marketing strategy, brand management, customer segmentation, and data analytics is essential. While staying current with trends and technologies is valuable, marketers should emphasise their ability to research, segment, and target their market effectively.

Q: What will be the biggest challenge for MarTech?

Customer data integration will continue to be a top MarTech challenge. Marketers must efficiently collect, organise, and interpret data from various sources to build a comprehensive understanding of their target audience.

Q: Are there any hints and advice for a small company in a less-developed nation to start up a digital marketing initiative?

Small businesses can begin by using free or freemium marketing technology tools such as Similarweb for competitor benchmarking, Google Alerts to monitor brand mentions, and Hootsuite and Buffer for social media management. This helps build a MarTech stack and foster a digital culture within the business.

Q: What MarTech technical foundational knowledge do marketers need to master, and what skills are nice to have?

Marketers should develop skills in predictive analytics, sales forecasting, and customer segmentation to leverage AI for data analysis and analytics. Understanding dynamic content, testing, and campaign optimisation remains crucial for advertising and campaign management.

Q: What new skills (if any) do marketing leaders need to develop or demonstrate to utilise MarTech growth and support their teams and businesses?

Marketing leaders must stay updated with the evolving MarTech landscape, maintain skills in customer journey mapping and data analytics, and gain an understanding of AI and machine learning applications. These skills will empower leaders to harness MarTech for automation, personalisation, and predictive analytics, supporting their teams and businesses effectively.

Final thoughts

As the world of marketing continues its digital transformation, staying informed about AI and MarTech developments is paramount. Gavin's insightful responses shed light on how marketers can embrace these technologies, develop essential skills, and navigate the ever-changing marketing landscape. By prioritising learning and adaptation, marketers can stay ahead of the curve and drive success in this dynamic field.

If you're a CIM member and want a deeper dive into the world of MarTech and how to embrace the changes yet to come, you can catch up with our webinar on-demand now. 

You can also check out our suite of brand-new AI training courses on a range of topics such as content creation, copywriting and customer experience. Find the course that suits you and advance your AI abilities.

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