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4 Aspects of Martech Marketing Teams Can't Afford to Ignore

Posted by Fran Geddes on 07-Dec-2017 11:33:27
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With the sophisticated technology we have access to nowadays, marketing campaigns have become more competitive and innovative than ever before. Martechs like Artificial Intelligence (AI) offer marketing and communications insights and intelligent suggestions on how to best target their customers. Therefore, boring, old marketing techniques will no longer capture the attention of your customer base. Here are four technologies all marketing teams should use to stand out amongst their competitors.


Proximity Services 

proximity location based beacon marketing

Proximity services have become a crucial part of marketing. Whilst there is a range of benefits to utilising the valuable data gathered using your digital platforms, proximity services can give brands and business the opportunity to offer their customers a more personalised customer experience.

With the advanced technology offered to business in today’s digital world, customers are expecting more and more from the brands they interact with. With startups pushing big industry players to think more innovatively, leveraging opportunities presented by proximity marketing can give your business the personalised touch your external communication needs. 


One brand making great use of proximity services is furniture retailer, Ikea. When users of the app are in close proximity of the store, beacons triggers will send customers push notifications to welcome them to the store, remind them of their rewards and notify them of special offers, all encouraging engagement and interaction with both their physical and digital presence.

Not only do these messages increase conversion rates by encouraging customers to purchase, they contribute the overall customer experience. Customers feel they are getting a more focused and personlised service, making them feel important and close to the brand.


Another example of this is by luxary retailers, Nordstrom. Nordstrom's app is able to recognise products a particular customer may be interested in. Their app offers personlised product suggestions based off an individuals shopping habits and personal taste.  

B60's Propel utilises proximity technologies for businesses and brands seeking to improve engagement on their digital platforms. Propel consolidates your real-time customer data to provide you with a single customer view and an actionable report. It also uses emerging technologies,  artificial intelligence and iBeacon technology, to target users at crucial moments in their buying journey to improve conversions and drive customer engagement. Click Here to start you free trial. 


Interactive Marketing 

Interactive Marketing Campaign

New trends in technology are encouraging brand and marketing teams to think more creatively about their campaigns. Augmented Reality (AR) has truly disrupted traditional marketing techniques by encouraging customers to interact with their stores, products and brand by utilising recent developments in AR technology. 

Since both Google and Apple opened their AR development kits, ARKit and ARCore, to developers for free, we are seeing more and more innovative AR experiences. Using personal smartphones or smart devices, customers can bridge the gap between the digital and real world by bringing products to life.


As technologies advance, we are seeing far more interactive tools being introduced to offer an even more immersive experience. At TechCrunch's recent Disrupt Berlin Conference, we saw one piece of technology that may divide opinions, but will definitely get people talking. Immersive technology, Ultrahaptics, allows people to feel sensations in the air without actually touching anything. Demonstrated using a highly appropriate Star Wars movie poster, users could actually feel the force when gesturing their hand towards the poster. If used in marketing campaigns, it would be very hard to ignore.



Partnering with social media channels, like Snapchat, as part of a wider marketing campaign is one of the most popular uses of AR. Brands can actually encourage users to promote their service or product by providing them with a photo filter they can use and share amongst their social media audience. The great thing about AR is that it applies digital elements on top of the real-world, meaning it can enhance live experiences without separating the user from their surroundings.



AI Powered Marketing


Artificial Intelligence (AI) has experienced some major advances over the recent years with no signs of slowing down. The abilities of AI are far beyond what we expected to see at this stage with the tasks performed becoming evermore complex and advanced by the day. 

Whilst the autonomous services AI has to offer are beneficial to marketing teams (see below) the rate at which AI can perform big data analysis is nothing to ignore. AI can recognise patterns in data, meaning it can quickly identify a customers taste and shopping habits, allowing marketers to target certain customers with offers and messages most relevant to them.


As AI technology becomes more familiar with your customer base and brand, the tools can be utilised by marketing teams to spot trends and suggest ideas for campaigns, content and communications.  


Chatbots and Automation 


AI has the ability to increase efficiency within marketing teams using automation. Due to the highly intelligent and advanced technology, AI can think and learn for itself, meaning repetitive, time-consuming tasks can be left to AI.


Another great use for the tech comes in the form of Chatbots. Chatbots can connect with customers at any stage of their buyer’s journey to offer support, guidance, even suggestions on what to purchase. Businesses can leverage the opportunities presented by chatbots by creating personalised experiences for their users that stretch far beyond the completion of a sale. With customer loyalty more important than ever, using a chatbot will contribute to creating a seamless customer experience by offering a straightforward, convenient way to interact with your business and brand. Just ensure the personality and identity of the bot are well-suited and identifiable to your brand. But, one key aspect to remember is to make the interaction as human-like as possible. 

Customers don’t want to work hard to purchase a product or service from your business so, make it easy for them! Chatbots are simple and inexpensive to integrate and will save time, money and resources by automating communications.


If you would like to find out more about how your business can utilise these technologies, get in touch with B60 today. We offer consultancy, development and support to businesses ready to embrace digital disruption.


Get in touch with B60

Topics: AR and VR, AI, Digital Transformation