Over the past few years, digital marketing has become increasingly important as more and more businesses find themselves focusing their efforts online. Today, digital marketing is booming, with a huge variety of platforms allowing business owners to invest into digital marketing efforts.

But digital marketing in 2020 isn’t always easy, and a lot of business owners can feel somewhat stuck in regards to the marketing options available to them. But how did we get here? In this article, we’ll be exploring the evolution of digital marketing and marketing technology over the past decade, how it’s impacting businesses today, and how custom marketing technology can change businesses for the better.

Digital Marketing History Infographic

So, how did we get here?: The evolution of digital marketing

It is, perhaps, the popularity of the smartphone that has led to the biggest change in modern digital marketing. Since the release of Apple’s first iPhone in 2007, today more than 3.5 billion people are using smartphones, making smartphones the main focus of most of today’s digital marketing efforts. In fact, in 2018, Google moved to a process of mobile-first indexing, showcasing the power of the smartphone to digital marketers. Social media and mobile apps have opened brand new avenues for businesses to explore with digital marketing.

All these smartphones mean that more people are online than ever before. From ecommerce to social media, with 59% of the world’s population online, it’s so important for businesses to have solid digital marketing strategies. With this ever-growing focus on digital marketing, a range of marketing technology solutions have come to the forefront, but what do they mean for businesses?

What marketing technology means for businesses

With the rise in digital marketing that businesses have been experiencing, it comes as little surprise that there are thousands of marketing technology platforms now available. The 2019 Marketing Technology Supergraphic by chiefmartec.com lists over 7,000 different martech solutions for businesses out there.

With so many marketing technology programmes out there, it should come as no surprise that most of these applications are highly specialised and serve very little purpose for the majority of businesses. On the other hand, many of the more popular martech systems are too broad, offering a very wide range of solutions that your business will never use.

Martech platforms have grown from a small number of very broad tools, to thousands of different products for a number of reasons. The main one being the general increase in demand as more website’s implement digital marketing strategies. However, on top of that, the cost and ease to develop great martech tools get’s cheaper and easier every year, meaning that businesses are able to purchase very specific martech products.

While it is great to know that so many marketing technology platforms are available, the huge amount of buzzwords, jargon and new techniques out there are often too much for everyday businesses. Just trying to choose a martech platform is a minefield for most businesses, with a range of CRMs, automations and advertising platforms all causing a lot of confusion and complications. Many of these applications are filled to the brim with functions that just don’t apply to the actual requirements of the business, but you might find yourself forking out for them simply because you’re getting an easy, off-the-shelf product. Naturally, this extra cost and confusion is something that every business owner will want to avoid, so is there another way?

Is there another way?: Using custom marketing technology

As we previously mentioned, one of the main benefits of marketing technology in 2020, is that it is now so affordable and easy to build custom martech solutions for your business. Many businesses can find themselves going through the digital marketing motions: creating Facebook pages, Instagram profiles and LinkedIn accounts even when they don’t need them at all. Others will dip their feet into PPC, display and SEO marketing without considering why they’re doing it, simply because the industry tells them to.

Instead, businesses large and small can get great benefits from focusing entirely on which marketing platforms and technologies can being genuine value to their businesses. Working with an experienced auditing and programming team, almost every business can determine exactly what their digital marketing efforts should be, while working with a team to build a martech platform built around them.

Custom marketing technology is no longer solely the preserve of international mega corporations, but should be on the radar of anyone looking to do some digital marketing. Rather than just pumping money into every avenue because the ‘industry’ tells you to, instead consider how custom marketing technology can benefit your business while saving you money.


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