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Marketing is no longer the industry it once was. As time passes, the world becomes increasingly technical. So as all industries, marketing must adapt and change accordingly. Using marketing tools is a great part of this change.

The marketing industry has become much more demanding than it once was. Professionals nowadays need to be creative and tech-savvy. Moreover, they need to be analytical and visual and to have skills in communication and leadership. Almost superhumans.

One of the main problems is to keep up with the digital and technological outburst. What helped marketers find more information about the customer once has been replaced. It is the time of big data, social media analytics and more. The customers are closer than ever. Yet, digitalization seems to have complicated the process of analysing them even more.

Below there are some suggestions on how to help professionals use marketing tools.

Analytics tools and dashboards can give a general overview of the organization’s state. Yet, if the user does not understand the data behind, then they won’t know how to adjust.

Using marketing tools relies heavily on the user’s digital knowledge and their understanding of metric measuring systems. Dashboards only display the KPIs. It is the human that understands it and interprets it.

A way to improve this is to ensure that users understand how to fully utilize using marketing tools and systems. Offering further training sessions can help to increase the user’s knowledge. Likewise, nowadays it is easy to find tutorials and inexpensive courses to make your employees more proficient with their tools.

Have a clear data strategy, purpose and goal for using marketing tools

Tools are essential, as they provide visualization for the user. However, if there isn’t a clear purpose behind it, the process of gathering data is pointless. Not every number gives you valuable information, some of them just crowd the space.

Without any strategy, it is difficult to be certain about what information you should measure. Creating a data strategy is a good way to ensure that you are using the tools in a productive way with an end goal in mind.

Collecting unnecessary information reduces focus and can, therefore, be a real issue. To utilize the collected data, you need to be very specific in filtering it through. After all, no one wants to spend time, effort and money on things that will not bring anything in return.

To increase usability, it is important to consider the purpose of data collection. What is it you are aiming to achieve and find out? Answering this question will guide your strategy, methods used channels and goals.

Talking about goals, they are another essential aspect a marketer should consider. Especially when it concerns data-collecting campaigns. You need to know what the desired result is, as well as what needs to be tracked to get there.

Additionally, you need to make sure that you are not only looking at a KPI but actively measuring it. Using a goal management tool, (like Deploy for example), will allow to manage your goals, and stay on top of your data.

Blending different data results to get a full understanding 

When tracking data, you need to consider different aspects of the process. To get a comprehensive picture, you need to track data from different KPIs. By doing this, you are not basing your conclusions on just one source. This will give you a more correct indication of the current situation of the business.

Understanding data tools, and communicating clearly

Finally, it is important that the professionals using the tools communicate the results effectively. This will reduce the likelihood of costly mistakes.

Communication should always be clear and consistent. Especially when communicating across different teams and management occurs, as others may not be familiar with using marketing tools.

We have a few tips for you, to improve communication in the workplace.

1. Organize open meetings

Bring all employees together and present them with the current situation. Moreover, skip the agenda and leave everyone to speak up their mind. This can lead to amazing and innovative ideas. Also, it will make everyone feel like a part of the team and make them see that their opinions are appreciated.

2. Prepare training

Sometimes teaching somebody a skill can also be a form of communication. Be respectful in a situation where a colleague is experiencing a gap in knowledge. This way, you can create a bond, and a very valuable exchange can start. Also never hesitate to fill in your own gaps when needed and ask other employees for help.

3. Use visuals

People communicate and perceive things in different ways. Often, we can be surprised how difficult it is to translate information. Yet, it sounds quite easy to comprehend in our eyes. Therefore, it is a good idea to present the information you want to convey in a visual manner. An image really does convey a thousand words. A graph or chart can often do even more. Don’t hesitate to be creative in your presentations.

4. Have a common schedule

By making it clear to anyone in the team in what direction projects are moving, you will make them more motivated and involved. Moreover, they will be a part of the projects and not just working as individuals.

These are just a few suggestions and ideas. If you have any questions or comments, then feel free to contact us at contact@cobraid.dk, or leave a comment below.