The new wave of automation-driven productivity
Digital marketers work with months and even years worth of data every single day. Finding the right data set for an activity is like searching for a needle in a haystack. But digital marketing tools have been lifesavers for marketers like me. They have accelerated and automated the process, saving time, money and effort.
Therefore, data-focused organisations are able to thrive because these tools not only make data collection and analysis swifter but also improve employee productivity and reduce turnaround time.
But speed is only one of the reasons these tools are in demand. The combination of speed and accuracy that they offer ensures effective measurement of online campaigns. Their need became all the more apparent when the pandemic hastened digital adoption across industries, leading to a surge in demand for digital marketers.
At this juncture, many are interested in automating the process to deal with the growing demand. Realising the need of the hour, I tap into my two-decade-long experience as a marketer to provide a glance at tools that change the way one approaches marketing.
Quick access to analytics - Anytime and Anywhere
Analytics are an invaluable asset to marketing campaigns as they help study the effects of strategies implemented, identifying their strengths and weaknesses. But unlike before, analytical tools aren’t just restricted to desktops or laptops. You can access them on the go via mobile apps, a boon for times when you need to scrutinize some data ad hoc and are away from the office.
Popular Examples: Google Analytics
Keyword research tools - Strengthen the Sales Funnel
Prospects would use different search queries online to match their intent at different stages of the buyer’s journey. Hence, marketers must map keyword research to that journey. In this process, sales teams can even leverage interactions with prospects to find common phrases used by prospects in a niche. This information can help marketers include them in their keyword research activities to streamline their content strategy.
Popular Examples: SEMrush, Ahrefs
Data-driven tools - Improving App Installs
It’s all about apps now, and not surprisingly, the competition in the app market is cut-throat. Everyone is competing for better app installs. But there are multiple activities needed to make the cut and get the top rank on search results. The base needs to be set up with strong keyword research and product page optimisation strategy. Reviews must be conducted on ratings and feedback to understand the likes and dislikes of customers. Marketers need to gauge the impact of new features or experiments with A/B testing. The list goes on, and tools are the one simple way these activities can result simultaneously and efficiently. Some of them, such as App Tweak can handle multiple functionalities; others focus on fewer features.
Popular Examples: App Tweak, Meatti, Google Firebase
Studying user behaviour - Improve Conversions (CRO)
A leaky bucket can never fill up until it is fixed. Similarly, visitors to a platform would never convert into customers if they aren’t happy with the experience. Conversion rate optimisation (CRO) tools help identify such bottlenecks and find solutions that appeal to customer interests. Similar to ASO, there are multiple activities involved in the process. Hence, multiple tools come into use to fast track these processes without compromising on the quality of insights.
Popular Examples: Google Analytics, Mixpanel, Userpeek
Design Tools - Marketers Do It Themselves
According to an article on Searchengineland, 60% of people are more likely to click on a business that has images showing up in organic search results than one that does not. It is a similar tale in social media, app stores and other channels. Humans have always been attracted to visuals, and with dipping attention spans online, images can make or break a business’s visibility. But many businesses do not have the luxury of onboarding graphic designers due to strict marketing budgets or other dependencies.
However, design tools such as Canva have eliminated the need for graphic designers for many organisations. Such platforms’ predefined templates and a vast collection of stock images can help build impressionable visuals for various channels with minimal effort. Therefore, the DIY solutions that tools offer have become a game-changer for marketers who have limited time and resources in hand but require images, videos, infographics and more to propel their narrative.
Popular Examples: Canva, PicMonkey, Snappa
Internal and External Communications - Global Connectivity
Businesses worldwide are interacting with each other, and it has only been possible due to various communication tools at their disposal. But as the world got hit by the coronavirus pandemic, it compelled everyone to work from home. Team and client interactions would have suffered. Digital connectivity was not an occasional option; rather, it was a necessity. Capitalising on this need, tools such as Zoom and Slack entered the market and won a major share of users.
Thus, workspaces were able to move online; projects were tracked to the minutest points, and discussions continued seamlessly on chats and video calls. It didn’t matter whether one was in Jaipur or Johannesburg; employees and clients were all a few clicks away.
These tools you’ve read about are a mere drop in the ocean of resources that marketers use globally. And using just one of them isn’t enough for optimal results. For example, SEO analysts at Infidigit use a combination of productivity tools such as Google Analytics with SEMrush to secure the necessary insights that drive noteworthy organic growth for businesses.
Hence, it is recommended that budding marketers start exploring these tools to be in sync with industry trends (free trials are available for a head start). As the world becomes a digitally-demanding market where visibility is key to become a success story, marketers and businesses must consider investing in these tools.