Martech set to shape Hong Kong’s digital transformation
Despite the rise of financial technology (Fintech) and Insurtech in the financial hub of Hong Kong and the various technological innovations inherent to these niches, Hong Kong was ranked with the lowest GII (Global Innovation Index) among the top five global financial hubs. Given that Hong Kong is finally putting an emphasis on Fintech, the next focus when it comes to digital transformation would logically be marketing technologies, or Martech.
While Martech arguably has an impact in North America and Europe, its adoption in Asia is low. As a digital marketer, it is often surprising that many in-house marketers in the region are unaware of the benefits that Martech can bring, or how to utilize them to enhance business processes.
To better understand its impact, let’s look at some of the most important Martech tools that can help in-house marketers work more effectively.
Customer relationship management
With its ability to offer detailed information on customer history and preferences, the use of a good customer relationship management (CRM) system should be one of the first Martech tools considered by marketers. When deployed organizational-wide and integrated with marketing automation tools, a CRM can help sales and marketers manage customer database across multiple channels, allowing a brand to maintain good relationships with their customers and ensure that their needs are completely met.
Search engine optimization
Using the use of the right SEO tools will help marketers determine the best combination of keywords and phrases that is naturally integrated to generate the best ranking website organically. Don’t be overtly fixated on how Google interprets your website however, but focus instead on your audience and their interactions with your site. Good, original content is hence very much a necessity, given how regularly Google updates its algorithm, and particularly with the recent major update known as “Penguin 4.0” late last year.
The use of good analytic tools is an important component of Martech, allowing marketers to access details of their campaigns’ performance they may not otherwise gain. This includes data about how an online ad performed, as well as breakdowns of their effectiveness towards a targeted demographic. Studying post-campaign statistics and applying new strategies is crucial in ensuring that new campaigns can generate higher audience reception for maximum returns.
Content management system
Complete control of an organization’s websites is essential for content marketers, allowing them to streamline all content management process and implement their content strategy efficiently. Moreover, they can also install third-party plugins to enhance the functionality of their sites, improving its interface, enhancing the overall customer journey with a better user experience.
Social media management
There is no question that social media has become a crucial element in a digital marketer’s marketing strategy. On this front, the use of the right social media management tools allows brands to manage their social media accounts from one place, which is important for monitoring their organization’s e-reputation across all channels and ensuring that social enquiries are forwarded to the relevant departments.
Any platform or service that replaces manual and repetitive marketing processes with automated execution and management are probably worthy of consideration. An example would be the automated sending of personalized messages and emails to deliver a unique experience and the acquiring of leads in properly segmented categories. Marketers can hence evaluate customers’ data much more efficiently and facilitate sales and marketing efforts.
To derive maximum benefits from Martech, organizations will ultimately need to look to developing new digital strategies that truly harness their power. This can only be done if businesses enable an internal digital mindset to ensure that employees understand the benefits of digital transformation.