Companies need to set consumer innovation as a rule of thumb, says Rejane Toigo, founder of Like Marketing.
The pandemic has made digital marketing indispensable. To survive, companies have had to quickly adapt the way they manage communication with their customers. Faced with this reality, technology becomes a great ally to cover this need.
When we talk about digital media, the numbers are impressive: a survey by FGV (Fundação Getulio Vargas) showed that Brazil has 440 million digital devices (computers, laptops, tablets, smartphones) in use.
This data is important, because people are very connected and, therefore, consume more content. In light of this, companies that invest in digital are likely to grow. Of course, some offline marketing strategies still work and serve their purpose, but not including digital connectivity is like leaving money on the table.
The Impact of the Pandemic on Accelerating Digital Transformation
In this new scenario, the digital transformation process has accelerated considerably. What was planned by the companies for 3 or 5 years was implemented in a few months.
With communication and marketing agencies, the situation is no different.
In fact, a 2020 study, conducted by the Brazilian Association of Advertisers (ABA) in partnership with the National Advertisers Associations of Latin America, found that 81% of agencies believe this is the ideal time to rethink their strategies. of marketing.
In other words, companies need to establish technology and innovation in communication with consumers, or else they will not resist.
And one of the technologies that makes it possible is Martech.
Martech
The term martech refers to the tools that allow agencies to plan, implement and measure marketing campaigns using artificial intelligence (AI).
In this way, they can get a 360-degree view of their customers and create a personalized marketing strategy based on data.
The rise of martech is due to the confluence of several factors:
• A change in consumer behavior in the new digital age
Millennials and Generation Z are highly connected consumers with ever-increasing purchasing power.
• Real-time relevance and navigation first with customer journeys
Thanks to the massive availability of data and innovation, new ways of creating digital business models are emerging.
• Additionally, expectations of multi-channel customer journeys are growing
Consumers are looking for shopping experiences that integrate the physical and digital worlds.
All this explosion of data and management complexity means that most marketing agencies need new technologies to compete successfully.
In addition, according to the survey organized by Aberje (Brazilian Association of Business Communication), the six most incorporated technologies in the communication areas were:
- QR code
- Applications (Applications)
- 360 content
- Chatbot
- Virtual Reality / Big Data
- Algorithms / Artificial Intelligence and Augmented Reality
How does Technology Help Communication Agencies?
Technology is essential for agencies that want to reach a growing audience with their clients, as the media also influences the corporate sector.
A lot of communication is done through social networks. In other words, instead of spending large sums of money on television and nationally distributed magazines, companies are betting on digital platforms, which allow them to advertise their products more effectively.
Now, they can invest in shorter, cheaper ads that appear on different video platforms like YouTube.
In addition, they create their own pages, produce content and attract more audience.
The Effect of Remote Work
The pandemic has also accelerated the operation of the home office. Employees can even use their personal devices to enhance their office work. This practice is called BYOD Bring Your Own Device.
Many companies have already implemented policies that facilitate this process, increase productivity and improve collaboration between stakeholders.
This is only possible thanks to communication platforms such as Zoom and Google Meet. However, developing digital projects as a team has become a challenge.
To solve this problem, commonly used software like Google Docs or other online tools like Figma and Canva are indispensable for agencies.
In other words, we need to overcome all the challenges of digital work in a hybrid and remote way, as well as use the tools available to integrate teams spread across the planet. Let’s look at other examples of technologies that can contribute to communication:
Video Chat
This feature enables personal interaction between employees and customers in real time. Thus, it improves the relationship, the experience and the profitability of the company.
Share Screen
This tool makes online meetings more productive, especially when you need to analyze charts, videos, or other data.
Cloud Based Systems
Through these systems, employees have the ability to upload a file to a secure and shareable site. So other partners can access and modify the document anytime, anywhere, saving time.
Take A Step into the Future
So what does all this mean?
An agency that wants to continue growing in an increasingly digital scenario must have technology as an ally in its operations.
This is critical as it makes processes faster, more traceable, and less bureaucratic. The result is faster course correction, more aggressive campaigns with less chance of losing money.
So have technology on your side, use digital tools, analyze and monitor your campaigns. Therefore, you will give the client better returns and become a prominent agency in the digital landscape.
