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You’ll need to consider and control many factors if you want your digital marketing strategy to be successful. Your branding efforts, the types of campaigns you choose, the amount you invest, and how you stitch those campaigns together all matter—but you may not realize how much the advancement of your tech plays a role in your success.

Of course, you’re already using tech in your digital marketing strategy, otherwise, it wouldn’t be “digital.” You’re likely relying on portable devices, cloud management platforms, and communications technology every day. But you may be missing some of the most important ways that tech can—and does—influence your digital marketing campaigns.

Improving Efficiency
Newer technology is simply more efficient. With faster processors, higher connection speeds, and new features, your employees will be able to get more done in less time. Even a few seconds of reduced lag per task, over the course of hundreds of tasks per day and dozens of employees, can amount to substantially reduced man-hours invested in trivial tasks. That enables your marketing team to focus their efforts where they belong—on marketing. New tech tools also tend to open new doors in terms of how many people you can reach (and how cost effective you can do it). Access to more data, access to new communications platforms, and more integrated platforms all mean you can accomplish more for less money. This is one of the main reasons I created both my companies Due and Calendar. Both are there to help business owners like yourself improve efficiency within your business.

Improving Employee Morale
New technology may also be able to boost employee morale, if for no other reason than the fact that it causes fewer headaches with slow processing or malfunctioning. Purchasing new computers, phones, or other devices for your marketing team helps them feel more confident walking into a presentation, and gives them better tools to do what they do best. The higher their morale is, the better they’re going to perform, and the more loyal they’re going to be to the brand.

Improving Security
One of the most important reasons to keep your technology upgraded is to keep your data (and your customers’ data) safe. Up to 43 percent of all cyberattacks target small businesses specifically, and one of the easiest methods of attack relies on exploiting security holes in old devices or old pieces of software. The newer your technology is, and the more reliable the manufacturer or developer, the more secure it’s going to be. Combined with best practices for ongoing security (such as secure, regular password changes), you’ll stay far better protected.

Making a Better Impression
The technology you use and how you use it will have a significant impact on your clients’ perceptions of your brand, especially once your campaign moves beyond the “exposure” phase and you start trying to close deals. For example, if you show up to a meeting with a full desktop computer that requires a physical cable to connect to the internet, you’ll look foolishly behind the times. Showing up with some of the latest technology available shows that you have the funds to invest in quality materials, and you understand the latest technology trends. By 2021, more than half of US households will be using IoT—so if you want to make a better impression (especially with new clients), your marketing and sales staff should be using similarly advanced tech.

Staying Cost Effective
If you had unlimited funds to invest in your business, you’d probably spring for best-in-class technology for your organization on all fronts. Unfortunately, most startups and small businesses don’t have much wiggle room in their budgets, meaning you’ll need to be mindful of costs in addition to benefits if you want to succeed.

These are some tips that can help you do that:
Sell your old devices. When you’re upgrading to a new generation of devices, don’t simply throw your old ones away. It’s bad for the environment and represents a waste of money. Instead, wipe your hard drives and either resell them to someone new or sell them in bulk to an e-waste recycler.

Centralize your platforms. Having too many management platforms is unwieldy, even for the savviest Instead, try to consolidate your functionality to one platform—or as few platforms as possible.
Reduce redundancy. If you have two platforms that do the same thing, get rid of one. Redundancy is a waste.
Consider buying used. You don’t need to have your staff on the latest model of phone the week it comes out; instead, wait a few months, and buy a used or refurbished model. It could easily save you several hundred dollars on every device.
Your tech has an even bigger impact on your digital marketing success than you might have realized. Consider these factors carefully if you want to help your team see better results.

source: Forbes

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