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How has technology diversified business?

22 May 2020
by Diana Rowatt

With technological advances apace in the business world, it’s difficult to recall a time when organisations operated without the use of digital methods and savvy machinery.

However, over 30 years on from when employees first ‘dialled up’ to get onto the internet or build their social media profile a decade later, online developments have completely evolved how companies now run – and how technology is utilised, can determine an organisation’s success or failure... especially during the current climate.

Technology hasn’t always had the easiest wrap by any means – there was a time for instance, when employees feared for their jobs, questioning whether a robot would ‘steal’ their livelihoods from under their noses. But, with advancements moving rapidly, the truth for many industries is that they would simply not be able to cope without digital disruption anymore.

There’s no denying it’s had a major impact on marketing in particular. Savvy professionals in the sector heavily rely upon on smart technology – whether for CRM, database management, lead generation or digital advertising and strategies.

Additionally, businesses are running during an era where relevance is so important – and marketplace ‘noise’ is at such a premium – that many who are unable to utilise automation effectively, are not only finding it difficult to stand out from competitors, but they’re being left well behind.

Why people are vital towards online success

But, while the introduction of technology into the workplace has provided a wealth of opportunities, it’s vital to remember that it’s still only as smart as the information being fed in. So, although it has proved a force to be reckoned with on its own merit thus far, digital disruption has also helped upskill the employees using it.

And it’s that level of evolution which really shows just how important tech has become.

Delving into the use of intuitive automation, it has enabled organisations to power conversations by dissecting data which helps marketing departments to target, segment, track and take action, on a granular level, with ease. Such critical insight allows enterprises to analyse customer behaviours and online attitudes, leading to brand loyalty because consumers feel like they’re being understood.

It goes even deeper too as technology enables enterprises to speak directly to their target audience, in a hyper-personalised and humanised way. Having automated systems in place can provide businesses with 24/7 customer service capabilities and the opportunity to send out carefully crafted comms at the right times when people are most engaged.

Before technology, this might’ve been done over the phone or face-to-face, however, however, now messaging can be sent to thousands of customers every second via email marketing, SMS, direct mail and social media. Such multichannel activity can lead towards the sales funnel becoming packed with prospects, enabling the sales team to knows exactly when customers are ripe for a call – and subsequently who can be converted – with minimal effort.

Empowering teams to focus on business growth and ROI

With smart systems able to manage the often-complex groundwork of everyday operations, organisations have now been blessed with saving time on their day-to-day tasks – especially in the marketing department.

Digital methods have allowed these teams to glean critical information from multiple sources to help them build a complete picture of what a customer needs and how their wants are evolving – and all with only a few clicks.

Because automation and workflows can now guide the effective completion of such otherwise manually intensive tasks, savvy professionals are now able to focus on project strategies, and the completion of the core elements of their role that will impact on that all-important bottom line.

Empowering people to be self-managed and in control of their deliverability is also something technology has vastly helped. Such developments have enabled different departments to work more collaboratively, as a result, too. For example, comms professionals can utilise insight drawn from martech and feed in warm leads for the sales force to convert.

There are even benefits towards an organisation’s HR function – with communication platforms allowing businesses to send out internal communications effectively, ensuring all legal and compliant documentation is read and understood by the entire workforce, as soon as they’re readily available, at the click of a button.

And, a final point from an employee’s point of view, having the flexibility to be able to work from anywhere with Wi-Fi access – thanks to the power in which technology now possesses – can go a long way towards staff feeling happy, motivated and valued.

Tech can help to facilitate everything an efficiently hungry and creative professional now wants – from streamlining processes and alleviating admin headaches to empowering teams to focus on their priorities and enjoy a flexible, work-life balance.

The important factor for businesses to understand next is exactly how they can equip their workforces with the necessary tools, in order to make technology work for them and, in turn, maintain a positive impact on the enterprise’s ROI.

Photo of Diana Rowatt
Diana Rowatt
Client Services Director

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