In his first game as UCF head coach, Gus Malzahn said his team showed resilience in rallying from a 21-0 hole to defeat Boise State 36-31 on Thursday night.
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Are you hoping to identify MarTech trends that can help your campaigns be more effective and run more smoothly?
As our marketing capabilities evolve, so do the tools we use to measure our successes and how we achieve that success.
In this blog, we unpack the six biggest MarTech trends looming over the marketing industry and how you can use them to your advantage.
Marketing technology, or MarTech, as it is more commonly known, refers to software and platforms that help individuals or organizations achieve marketing goals.
This term is very inclusive, covering everything from email templates to data analytics.
While every individual, agency, or company has unique MarTech needs, the constantly-growing field is making great leaps to fill any open niche.
Over the past twenty years, the field has seen truly exponential growth. Today, being a marketer doesn’t necessarily mean you have to be incredibly tech-savvy, but it does mean that you need to understand the benefits of tools that can improve your strategy and help you reach your goals.
Your competitors are likely using MarTech to help their campaigns succeed. If you’re not looking toward how you can automate, optimize, and ideate your campaigns through MarTech, it’s time to start.
As we mentioned above, MarTech is a very wide umbrella. However, some forms of MarTech are more common than others. These include:
With more than 50 percent of survey respondents copping to checking their email in excess of ten times a day, it’s no wonder that email marketing is an easy way to try to reach your target audience. While the operative word in that sentence was try, marketing automation tools can get you that much closer to your goals.
To reach them, you need tools and platforms that not only disseminate your emails but provide in-depth analytics that gives you a real-time view of reader practices and interactions. As email marketing continues to grow and evolve, the demand for personalization in this medium will also continue to grow.
Marketers should use automation and AI to deploy targeted emails engineered to attract a particular audience segment. To achieve successful personalization, use data to assess customer habits and preferences for each audience segment and then craft corresponding templates. Then your MarTech tool can do the rest.
While managing your website content used to be a time-consuming, exhaustive process that took hours of coding, new marketing technology has automated cumbersome processes, allowing marketers to dedicate time to other important pursuits.
Content management systems (CMS) have evolved over the years, now equipped with the capabilities to develop the following kinds of websites (along with many others):
Predicted to achieve a compound annual growth rate (CAGR) of 16.7 percent, as CMS capabilities grow, so will collaboration and planning tools that unite workflows to allow complete management of content from creative to back-end development.
Today, marketers can harness the power of data analytics to gain an understanding of customer preferences and behaviors—including how they shop, where they spend their time, and how they discover new offerings—as well as market trends.
MarTech tools that allow marketers to dive deep into these data sets are invaluable, as they provide never-before-seen maps of how consumers operate online. By tracking online behaviors, marketers gain a deeper understanding of their customers.
As MarTech data tools become even more intuitive, marketers will have even more visibility of customer journeys, following them from initial interest to final purchase. These insights will be captured through cookies and CTR, among other trackers. As the tools become more refined, so will understanding of consumer behavior, allowing marketers to readjust their strategies.
To help you decide which MarTech offerings you want to add to your stack, we broke down the six biggest trends that are likely to impact both the MarTech world and the marketing world well beyond this year.
If you’re tempted to bypass adding an intuitive analytics tool to your MarTech stack, don’t. These tools can help you gain a better understanding of nearly every aspect of your marketing campaigns, from buyer behaviors to conversion rates.
In fact, researchers expect marketing analytics budgets to grow by 61 percent over the next three years.
That’s huge. You don’t want to miss out on getting in early on a tool that can quite literally change the way you see your business.
Some of the many benefits of marketing analytics tools include:
We nodded a bit toward the importance and growing prevalence of personalization in marketing campaigns.
In short, this strategy means delivering individualized content to audience members. This personalized route builds a connection with consumers, treating them as individuals rather than a mass market.
Some common (and growing) opportunities for personalization include:
In the coming years, this prevalence will only grow, and marketers who don’t use tools to aid them in personalization will fall behind.
In fact, 99 percent of marketers claim personalization helps advance customer relationships, and 44 percent of consumers say they would be willing to switch to a brand that better personalized its marketing material.
If you’re not taking advantage of learning more about your would-be customers through tools and data, you’re missing out—not only on reaching customers more strategically but also on building relationships.
If you’re an advertiser or marketer who has relied heavily on third-party cookies, you may be in for a bit of a shock.
In 2020, Google announced its plan to phase out third-party cookies within two years. With Google Chrome composing almost 65 percent of the web browsing market according to statcounter’s data below, this move will have a dramatic impact on how marketers gather data.
If in the past, you relied on information from cookies to gain an understanding of consumer behavior and identity, you’re going to need to recalibrate your strategy.
Recently, Adobe found two in five brands are not prepared to transition away from cookies, indicating businesses do not have a strategy for gathering consumer data post-cookie.
After the transition is final, marketers will no longer be able to capture individual consumer data. To prepare for this future, digital marketers must align with the trend of personalization to reach and understand their intended consumers.
If you’ve been keeping an eye on the news, you know that data breaches are on the rise. The United States alone has seen data breaches grow from 660 annually to over a thousand within the past decade, according to Statista.
If you think this number doesn’t apply to you, think again. Your website and consumer data are among your business’ most valuable assets. You need to protect them from malicious attacks at all costs.
Marketing automation can make every aspect of your marketing campaign easy. By using these tools, you reduce time spent, error, and unnecessary cost.
We’re not the only ones who think this way: The marketing automation market is primed to grow 8.55 percent annually, with 51 percent of companies already taking advantage of these tools.
As you assess your organization’s needs, look at how marketing automation tools simplify your processes and streamline campaign creation. The benefits of marketing analytics tools include:
Thought direct mail was dead? Think again: Forty-two percent of direct mail recipients engage with your send either through reading or scanning.
Further, 73 percent of Americans prefer direct mail marketing, as it allows them to read the piece at their leisure rather than forcing immediate consumption.
This year and beyond, you should reassess your organization’s direct mail strategy to see if there are new (or overlooked) avenues for you to contact your prospects directly through their physical mailbox, according to Who’s Mailing What:
Outside of the above statistics, benefits of direct mail include:
Marketing technology, or MarTech, as it is more commonly known, refers to software and platforms that help individuals or organizations achieve marketing goals. This term is very inclusive, covering everything from email templates to data analytics.
Yes. With MarTech making up 30 percent of North American marketers’ business budget, you would be well-advised to take advantage of marketing automation tools and platforms that can help you take your campaigns to the next level.
While there is a slew of MarTech trends that reshape the market year after year, we can confidently report that these six trends will be game-changers in the MarTech world:
In a word, yes. Direct mail is still an extremely effective marketing strategy. While there’s a lot of conversation around digital marketing, this classic mode of reaching potential customers is as effective as ever.
Want proof? Forty-two percent of direct mail recipients actually read what you’re sending them. Compare that to your average email clickthrough rate (CTR), and you’ll understand the true, measurable value of direct mail.
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As marketing needs and customer predilections continue to change, so will the tools we use to meet them.
However, the six marketing trends outlined in this post are here to stay.
To help your organization grow with these MarTech trends, be sure to invest in software that can help you achieve all of your marketing goals. Tools are meant to be used—be sure you’re taking advantage of them to outmaneuver your competitors.
What’s your prediction for the biggest marketing trend in 2021 and beyond?
Virtual job fairs have been growing in popularity in recent years. Chances are, that’s only going to continue.
Virtual job fairs can be the perfect way to initiate that first interaction between candidate and employer. How do you make sure yours is successful? Here is what you need to know.
A virtual job fair is an online event that allows job seekers to network with potential employers. The entire event takes place online, allowing attendees to get to know employers better, network with other job seekers, and attend workshops and guest speeches, all from the comfort of their own homes.
With so many virtual job fair platforms to choose from, it’s possible to recreate the traditional job fair with an online twist.
Combine traditional features like colorful booths, meeting rooms, info packets, and guest speakers with the online elements of virtual tours, and analytics and it’s easy to see why many businesses are having success with this method of hiring.
Experts believe as much as 80 percent of recruiting will remain virtual for the foreseeable future, and the early stages of the recruitment process are ideal for the online medium. This has seen major companies around the world embrace virtual jobs fairs, including Deloitte, BNP Paribas, SumUp, and many more.
The vast majority of job searches start online, so it’s not surprising that the next step is moving online as well. It’s not just attendees who benefit from job fairs though, both the organizers and exhibitors stand to gain as well.
Virtual job fairs are:
The most obvious benefit and one of the main reasons people turned to virtual job fairs in the first place is the added convenience. By hosting the event remotely, it’s possible for people to network without sharing physical space.
The remote location has other big benefits too. For example, you don’t have to pay for event space (which can be expensive). By eliminating this cost from your budget, you can focus on finding the right software and maximizing value.
A virtual job fair can also pull in talent from further around the world. With a traditional job fair, there’s only so far people are willing to travel to attend, but when they’re meeting employers from the comfort of their own home, this isn’t a factor. With remote work becoming more and more efficient, this is ideal for businesses looking to attract top candidates from all over the world.
Finally, the virtual format provides access to far more data. By accessing attendees’ resumes before they sign up, employers can personalize their offerings and streamline the hiring process. Data analytics can also help track event success more easily.
Hosting a virtual job fair can save you a lot of hassle associated with a traditional job fair. However, there’s still a lot of hard work to be done to ensure your event is a success. Here are a few tips for ensuring your event is successful and valuable to everyone involved.
The platform you choose for your virtual job fair is essential. When you’ve got hundreds of people coming together online, you don’t want glitches, and the right software will ensure this.
When choosing your platform, one of the most important things to consider is features.
Think about the type of virtual job fair you want to run, and then decide on the features you need to make it successful.
There are some great options to choose from, and three of the most popular are Brazen, CareerEco, and Paradox.
Brazen offers powerful virtual job fair software, tailored to businesses, colleges and universities, governments, and jobs boards.
With a range of features, Brazen is one of the most popular options for virtual job fairs. Popular features include:
To get a better idea of how you can use Brazen and the costs of this software, enquire about pricing online.
CareerEco sells itself as a partner in your virtual job fair. Not only does it provide you with the platform, but it also offers support every step of the way.
With over ten years of experience in virtual events, CareerEco is a trusted name in the industry. It is regularly used by Amazon, AmeriCorps, FEMA, Wells Fargo, Arizona State University, and many other large organizations.
Popular features include:
As CareerEco says, virtual events are here to stay. If you’re planning a virtual job fair, it’s a great place to get a quote from.
Paradox uses AI to make your virtual job fair easy to manage. With its virtual assistant, Olivia, looking after event registrations and communication, you can sit back and relax as your event comes together.
Top features include:
With Paradox, you get a mobile-first recruitment experience that uses AI to put the candidate first.
A virtual job fair needs more than just some fancy software to be a success. Candidates are there to get a deeper understanding of the businesses they’re interacting with, and this requires a personal touch.
Put a team together that shows off the best aspects of your business. This way, you can create engaging presentations and give people a complete picture of what it’s like to be a part of your organization.
Start by making sure you have the right technology (cameras, microphones, etc). Don’t underestimate this part. No matter how good your software is, a poor camera and microphone will make your fair look unprofessional.
Make sure everyone on your team is equipped with everything they need, and focus on coordination. Bringing together different team members virtually isn’t easy, and it takes good planning.
Every event needs attendees, and the only way to attract attendees is to market your event. It’s no use hiding a link on some corner of your website and hoping people sign up. You’ve got to be proactive and focus on your marketing plan.
The key to marketing an event is engagement, and one of the best ways to do this is through email.
Even if someone has signed up for your event, make sure you continue to engage with them and build excitement. Particularly for something like a virtual job fair, where you’re generally not charging, it’s easy for people to sign up and forget to attend.
You want to maximize attendance, and one of the ways to do this is through an engaging email marketing campaign.
Marketing is about reaching people where they’re hanging out, and for a huge number of us (almost 4.5 billion), that is on social media.
If you have a large following on social media, then you have a perfect platform to market your event. If not, then don’t worry; paid social media advertising is a great way to reach a larger target audience.
The key is to use careful targeting to avoid overspending on ads. Have a clear idea of what your target audience looks like, and use targeting features to make sure you’re maximizing your budget.
Follow my guides on how to advertise on LinkedIn, Facebook, and Instagram, and you will reach your audience. You can also reach out to my agency to do this for you.
Use your connections. If you’re running a big virtual job fair, then you may want to share the load with another company and run it together.
The more companies you get on board, the wider your reach will be.
Sometimes working together can be beneficial, and if it gets more talented people engaging with your business, then it’s a good idea. This is particularly helpful for local businesses, where you all stand to gain.
Virtual booths are the online equivalent of the booths you see at a traditional job fair. They allow attendees to speak to different companies, or different departments within the same company, and get to know them on a deeper level.
Virtual booths are a great way to guide candidates through the virtual job fair. It allows them to explore their interests and engage with different people within a business.
For example, if you’re doing a virtual job with a collection of other companies, then each company would have a booth. Companies might also split up departments and have one booth each for accounting, sales, and marketing.
Like a regular booth, you can design your virtual booth to reflect your branding and stand out from the crowd. Offering small incentives, like a software trial or an ebook, can encourage users to engage with booths.
One of the nice things about a traditional job far is that you’ve got so much going on. In addition to booths, there may be guest speakers, workshops, and entertainment options.
Just because you’ve moved your job fair online doesn’t mean you can’t still offer these same features.
Create additional events and virtual breakout rooms to add different layers to your virtual job fair. Focus on maximizing the value you offer attendees. The more engagement you get, the better your recruitment efforts will go, so these additional events and spaces can be critical.
Additional spaces also offer an opportunity to get more personal. Rather than engaging everyone as a group, they allow you to run personal meetings with the most promising candidates.
As I mentioned earlier, your marketing doesn’t stop when someone signs up for your virtual job fair. Continue to build excitement by offering value in the run-up to the event.
This is also an opportunity to make sure everything runs smoothly. The more prepared attendees are, the more comfortable they will be, and the more you’ll be able to see the qualities they could bring to your company.
Simple educational content like tips on updating resumes won’t just make your job easier as a recruiter. Still, it can also keep the conversation open and give people the confidence to attend.
Don’t forget to send automated reminders! People lead busy lives, and it’s easy to forget what they’ve signed up for.
If your virtual job fair has gone well, then you should have made a strong connection with the attendees. It’s important to capitalize on this and keep building the relationship.
When you come across an ideal candidate, you’re naturally going to continue the conversation. However, even the people you don’t hire can offer helpful insights. Consider making a survey to find out what attendees thought of your virtual job fair. This information will help you perfect your next event.
A virtual job fair allows you to pull in talent from around the world, avoid paying for expensive event space, and invite a larger number of attendees.
A virtual job fair is similar to a traditional one. You meet potential employers, learn about their businesses, listen to guest speakers, attend workshops, and network with other job seekers.
Three of the most popular virtual job fair platforms are Brazen, CareerEco, and Paradox.
Employers put a lot of resources into organizing virtual job fairs, so it’s clear they take them seriously. For job seekers, this means virtual job fairs can lead to important connections that can often result in a job offer.
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So much of our lives happen online, so it’s no surprise that virtual job fairs are growing in popularity. With the right software, hosts can offer many of the same benefits of a traditional job fair, but with the added flexibility and convenience of the online world.
Don’t think setting up a virtual job fair will be a walk in the park, though. To be successful, organizations spend time planning and find ways to offer value to attendees.
Don’t forget to build a strong event promotional strategy. You might offer amazing content and endless opportunities for job seekers, but all that work will be wasted if no one attends.
Find the right platform, figure out what resources you need, and make sure to learn from your mistakes by getting feedback from your attendees.
Has your organization hosted a virtual job fair? What challenges did you face?
PingThings | DevOps/Multiple Positions | Remote | Full-time
https://pingthings.io/careers.html
We’re building a data analytics platform for the power industry. We’ve got a custom high performance time series database in a Kubernetes environment, and we’re looking for engineers. We’re hiring for multiple positions, but our top priority right is devops. We’re looking for Linux system administration and Kubernetes experience to help us build and scale our deployments.
Please contact either ori@pingthings.io or jobs@pingthings.io to apply.
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