How software development is improving marketing strategies

Marketing practices and knowledge are changing due to the latest technological innovations. Some decades ago, the digital revolution had a massive impact on marketing, with a completely new universe created thanks to innovations such as e-mail accounts, websites, and, more recently, social networks.

Nowadays, things have gone further for marketing with the onset of new technological developments that incorporates artificial intelligence, big data analysis, the internet of things, and automation as tools to boost marketing performance.

A completely new era is beginning for those who are dedicated to digital marketing since with these new tools there are many new possibilities that can be used to engage with customers and attract new clients.

New marketing trends

Being updated with the new marketing trends can be quite a challenge since it requires understanding what the new technological developments are about.

Fortunately, dealing with the concept of big data, artificial intelligence or the internet of things is becoming more usual, since many products and services related to them are available in the market and incorporated into our lives.

One of the main new technological developments with an impact on marketing strategies is software and platforms that work through big data principles to provide key information in the improvement of sales strategies.

A good example of this type of development is Customer Data Platform (CDP), a software developed by Custom. Customer Data Platform is a system that allows the consolidation of customer data from a variety of sources, with the aim of improving customer understanding and interaction.

Through big data analysis, the Customer Data Platform provides insights into each customer's relationship with a brand, a service, or a product, allowing improved marketing and interaction.

How does the Customer Data Platform work?

Customer Data Platform is a system that collects data from every touchpoint of customers to store it in an organized way and unify customer profiles. Even though it was not specifically designed for marketing purposes, CDP can be quite useful in that sense.

In fact, through CDP functionalities, it is possible to develop an intelligent marketing approach to general audiences in a more accurate way, thanks to data-based insights.

One of the great things about the Customer Data Platform is that the data collected comes from all channels and touchpoints, such as websites, emails, advertising campaigns, CRM, POS, social media, and more. Thus, it creates a complete and accurate insight into how customers interact with the product, service, or brand in each channel.

Marketing teams can benefit from the information generated through the Customer Data Platform since it allows them to create better segmentation to improve audience management; a single customer review that enables 1:1 insight into each customer at scale; and to find the most valuable customers.

A new customer journey

One of the reasons why incorporating software developments, such as CPD is vital for new marketing approaches is that the customer journey has changed.

Customers go through a completely different buying process than some years ago. Nowadays it is quite common that they do some online research before buying a specific product. They will probably google which is the best option for them, read customer reviews about different brands, watch videos about the product from different sources, and visit different stores' websites.

Thus, it is very possible that when the customer finally reaches the store, many interactions with the company came first. Those previous interactions were crucial for him or her to decide on whether to buy or not the product.

Consequently, using CPD is critical to understanding customers and how they interact with the brand through different channels. Through big data analysis, marketing teams can create much more personal approaches that make customers feel the product is specifically crafted for them and that it fits perfectly with their needs and worries.

Creating the exact experience for each customer and such a personalized marketing is only possible through big data analysis allowed by software such as Customer Data Platform.

With real-time data, provided in an organized, interconnected, and accurate way, it is completely possible to develop a data-driven marketing strategy that is much more effective in brand positioning and sales improvement. Thus, investing in an intelligent infrastructure for customer data will for sure benefit any business enormously.