The scope of marketing software has consistently been increasing in proportion to the number of channels that are becoming available to the general public. For example, people now have the ability to move across different marketing channels within a few seconds or minutes with ease, and they can conduct their own researches about a product or service before purchasing it, instead of always relying on experts.
For most marketing teams, this is proving to be a rather challenging situation to deal with swiftly and effectively, since they usually only get once chance to impress their customer, and failing to do that means more business for the competitors.
Due to this, marketing teams must focus their efforts on delivering transparency and relevancy to their customers, to effect the maximum conversion rate and improve the customer experience. Doing that calls for a need to divert attention from the smaller, but equally important, tasks to customer engagement in the hopes of retaining them.
This is where the marketing team must adopt a marketing management software for their operations, which will help them in domains like automating the arduous tasks (data entry and organization), communicating with customers more effectively (e-mail marketing), monitoring the progress of marketing campaigns and obtaining valuable insight (auto-generated and custom reports).
Some important capabilities to consider when choosing marketing management software are:
1) Easy-to-use and caters to requirements
Usually, a marketing software is quite extensive and versatile in its functions. However, your company might not require all the features available in the software, and might prefer to pick-and-choose only the necessary ones. At the end of the day, the purpose for which you’re selecting the software becomes redundant if your marketing team finds it too complex or overwhelming, and refuse to adopt it.
Are you only looking for better contact management? Or for a software service that can track campaigns on multiple marketing channels? Whatever you need the software for, make sure it’s intuitive to use and is accepted by your marketing team. Instead of going for more unnecessary functions and overly complicating it, aim for simplicity.
2) Facilitates easier internal communication
Handling a wide range of responsibilities across a number of departments makes it essential to have a common platform that supports smooth communication amongst them. This is extremely important because the absence of such a central system leads to lost messages, increased bottlenecks in operations, and general incoordination.
Effective marketing software is usually equipped with cloud capabilities, which means that inter-departmental communication can occur in real-time and response times can be reduced to improve productivity. You can also create your own workflows based on the departments’ preferences, and facilitate a more efficient collaboration amongst them.
3) Improves external communication
In the same vein, a business can also benefit from marketing software that lets them easily interact with their customers. Since there are multiple channels through which a customer can attempt to contact a business, a system must be set up that collects and centralizes all that incoming information.
This is extremely useful to keep track of every query that is put forward by the customers and direct it to the concerned department for swift resolution, boosting customer satisfaction and improving customer retention rates.
Apart from incoming communication, marketing software can also allow for automatically scheduling outgoing e-mail campaigns, which can be a boon since it not only eliminates unnecessary manual work but also lets you target your leads and prospects more effectively.
4) Allows for custom report generation
Every business has different metrics on which it bases its performance and success. Using legacy software that relies on the integrity of spreadsheets for setting them up is not sufficient for effective working anymore. To this end, you must choose marketing management software that lets you set your industry or business-specific parameters and monitor them whenever a message or a campaign is executed.
Any notes or modifications made to the reports can be made easy to track by using the aforementioned cloud capabilities, which further adds to collaboration.