PITFALLS OF TECHNOLOGY

Dr. Muneer Muhamed explains why SMEs need a dynamic marketing strategy

Today, technology is integral to the marketing function but it isn’t always a silver bullet. One of the most common pitfalls is adopting technology without a clear marketing strategy. SMEs have a tendency to rush into digital marketing tools, hoping for quick results.

Without a well-defined strategy however, technology alone can’t guarantee success.

For instance, a clothing boutique invested in an email marketing automation tool but failed to segment its email list properly. Consequently, customers received irrelevant offers and promotions, leading to many quitting with negative sentiments. Without a proper strategy that considered customers’ personalised content, the tool proved counterproductive.

Technology can automate processes for the marketing function but it’s the strategy that ensures that those processes are effective. In this case, a lack of personalisation led to customer dissatisfaction and lost opportunities.

In the age of social media and email marketing, overusing technology can lead to audience over-saturation and alienation. Constant bombardment of messages can turn potential customers away.

An electronics parts manufacturer automated its social media posts to maintain a constant presence. However, it scheduled posts every hour and overwhelmed its audience’s feeds. Engagement dropped, and many followers opted to mute or unfollow the brand.

While technology enables consistent communication, you must strike a balance between remaining visible and respecting your audience’s space.

Technology does offer several tools such as surveys and reviews for collecting customer feedback. However, ignoring or mishandling this feedback can lead to marketing failures. So it’s essential to act on this information to improve services and maintain a positive brand image.

A restaurant used a reservation management system that collected customer feedback after each meal. But instead of addressing negative feedback promptly, the restaurant ignored it. Over time, its online reviews became increasingly negative and impacted the restaurant’s reputation.

Automation and AI can streamline marketing processes but these should complement rather than replace the human touch. Neglecting the human element can result in a lack of authenticity and trust.

A travel agency implemented chatbots for customer inquiries. However, these bots couldn’t answer complex travel queries effectively. While chatbots can handle routine queries, complex issues often require human intervention. Failing to provide this human touch can result in customer attrition.

The use of technology in marketing often involves handling customer data. Neglecting data security can lead to breaches, which will erode customer trust and damage a brand’s reputation.

Technology can store and manage customer data efficiently but safeguarding it is paramount. A security breach can be a catastrophic marketing failure.

These are a few more problems that are common when using tech in marketing functions, as follows…

OVER-AUTOMATION Excessive automation can lead to a lack of customisation and authenticity. Sending generic automated messages may alienate customers and diminish engagement – as we see with many brands today.

DATA PRIVACY Collecting and using customer data is essential for targeted marketing; but mishandling data can lead to privacy breaches and legal hassles.

SEARCH ENGINES With the majority of internet users accessing content on mobile devices, neglecting mobile optimisation can result in poor user experiences and less visibility over search engines.

AI DEPENDENCY Artificial intelligence shouldn’t replace human creativity and judgement entirely. Relying solely on AI generated content can result in uninteresting marketing materials.

NEW PLATFORMS Sticking exclusively to familiar platforms without exploring emerging options can lead to missed opportunities. New platforms may be where a brand’s target audience is most active.

USER EXPERIENCES A website or app that’s difficult to navigate or slow to load can deter users and negatively impact conversion rates.

CONTENT OVERLOAD Bombarding customers with excessive content can overwhelm them and lead to content fatigue. Quality should always trump quantity in content marketing.

SKEWED METRICS Focussing on vanity metrics such as likes and shares without tying them to meaningful business goals can lead to misguided efforts.

HUMAN ELEMENT Technology should enhance human interaction rather than replace it. Neglecting the human touch in customer service and engagement can lead to attrition.

FAILURE TO ADAPT The digital landscape evolves rapidly, and SMEs that don’t adapt to new technologies and trends may become obsolete.

To avoid these pitfalls, businesses should approach tech driven marketing with a strategic mindset, a strong focus on customer needs, and a commitment to ethical and data privacy considerations.

AI can streamline marketing processes