If you’ve asked yourself, “What do I do now?” when strategizing for your business growth, you probably don’t have any data. Marketing has no results without having enough data and information about the market, product, etc.
A small change in the market or ignorance of customer behavior in these busy market days can cost you a lot; So it makes sense to get familiar with smart marketing and its tools.
Stay with us until the end of this article to see how you can market intelligently and based on data and what tools are available to you for this.
What is smart marketing?
In smart marketing, we collect, analyze and analyze data related to a certain product or market and use them to make strategic decisions and key business moves. Applying this method gives us a more comprehensive, accurate, and most importantly, more up-to-date understanding of the product, market, consumer behavior, and competitors.
If we want to make a compact and practical definition of it, it is possible to use smart tools to collect and analyze data and implement marketing campaigns.
Let’s examine its 9 main pillars in the next section!
9 main elements and pillars of intelligent marketing that you must know
Smart marketing consists of different elements that ultimately end up with one goal, which is to provide a personalized offer. In this section, we take a brief look at each:
Competitor analysis
We need to collect and analyze enough data from competitors. Where have they appeared strong and where weak? Which place have they assigned and what should we do?
These data should be analyzed in such a way that we occupy a position that suits us and do not repeat their mistakes.
This analysis helps us attract more customers, even from competing customers; Because we know exactly what superiority and advantage we have over others and what they have done so far.
Customer understanding
The customer’s understanding of the product and how he interacts with it is not fixed. We cannot always rely on the information we once used to design the product.
The data here helps us understand what the customer needs, what he wants and how well we have met his needs and wants with our product.
The interesting point is that we can get all this information about our competitors’ customers and use it to our advantage.
In general, smart marketing is impossible without knowing the customer well and collecting the necessary data about him and his behavior!
Market analysis
Market analysis is the third pillar on which smart marketing is based
- What is the demand?
- What are the potentials for growth in this market?
- What markets can we enter?
- How elastic is the market?
When we answer these questions, we can plan our strategies to increase our market share and, of course, our income.
Product evaluation
In order to provide more value to the customer, we must compare the performance of the product or service we offer with our competitors. The result of product evaluation brings us closer to the product or service that the audience is looking for.
Segmentation
If we segment correctly and accurately, we can offer customers an offer that is in accordance with their demand. Smart marketing tools help us define more precise and profitable segments so that our offer is more personalized and tailored.
To learn about the methods of segmentation and its importance, we suggest you read the article “What is the target market + methods of identifying the target market”.
The previous 4 main pillars that we reviewed here help us not only put customers into common groups, but also choose the best and most profitable group to target and attract.
Targeted advertising
Now is the time for action! Now we know exactly what we and the customer want, and it is enough to deliver a suitable message to the right person. Smart marketing tools will help you in this way. The data is collected and analyzed by them so that you can target the groups you want.
For example, we at hinet monitor the behavior of users with the help of artificial intelligence in 3800 websites to see what their needs and interests are, what their gender is and how old they are. After that, we will put them in different groups so that you can advertise according to your needs (your target segment) and get the message to the right person.
So, the sixth step in smart marketing is that you use the right tools for targeted advertising; To put it simply: your whole goal is targeted marketing and advertising!
Targeted advertising means that instead of targeting millions of people with different characteristics, you show the ad to someone who is likely to need or be interested in it, which is your potential customer.
For example, sending an advertising SMS of a women’s beauty salon will not bring much benefit to men; But if the same SMS reaches the hands of women aged 20 to 35 living in the neighborhood of the beauty salon, there will be an uproar!
Automation
Automation is software that helps you market without the need for human intervention. Common automation activities include targeted email marketing, behavioral targeting, prioritizing and measuring lead quality, and personalized advertising!
Gamification
Gamification is another important pillar of smart business marketing that helps us increase engagement, attract new customers with the help of existing customers, and build customer loyalty.
By analyzing user data and using machine learning algorithms, gamification based on artificial intelligence can adapt content, challenge and experience related to customers’ interests, needs, skills and even level. This level of personalization makes users more motivated to interact with you.
A famous example is the language learning application Duolingo, which has been able to increase the retention rate of its users by using this technique.
Recommendation
Of course, the recommendation system is wider than this example. For example, we can refer to the arrangement of store products based on whether the visitor is old or new. Google search data can even be used to recommend products to newcomers.
Just as product arrangement is very important in a hypermarket, it is also important in online stores, which is done more accurately and effectively with the help of smart marketing tools as well as real-time data.
Recommender systems are involved in machine learning to predict ratings as well as user preferences. A common example that you can see in the image below is what Netflix does to recommend its movies and series to users.
We at hinet provided you with recommendations in advertisements based on the information and data we have. how about When you see products, the system displays ads for similar products or you see ads for products that users with similar characteristics and behavior have seen.
Before we review the 12 smart marketing tools together, it is not bad to take a quick look at the smart marketing mechanism.
How does smart marketing work?
We said that marketing intelligence includes collecting data, analyzing and interpreting data and using the result to determine the marketing strategies of businesses. The smart factor of this process is the smart tools that can do all the steps in the blink of an eye.
The tools collect data from various sources, such as consumer behavior on the site, and with the help of machine learning algorithms, help you provide personalized recommendations.
For example, ACR technology tracks a person’s behavior on a smart TV. The smallest benefit of this data is that video streaming services display results that are more relevant to the audience’s interests.
Machine vision is another aspect of artificial intelligence that is a great help in environmental advertising.
For example, suppose a smart billboard is installed on a freeway. The billboard can personalize the ad by reading the license plate of the cars and connecting it to the data from the car owner.
You can see a real example in the video below. It is enough for someone to pass by this billboard with a lit cigarette!
So the main work in this marketing method is done by smart tools. In the following, we will go to them.
Smart marketing tools
Applying marketing intelligence is almost impossible without smart tools. Tools range from collecting and analyzing data to running advertising campaigns. Well, let’s get to know each one separately.
hinet, a tool for smart and targeted advertising
Targeted advertising is one of the modern methods of smart marketing for which hinet has 3 services:
- Behavioral advertising service
In hinet behavioral advertising, we identify user behavioral patterns in the online world with the help of machine learning and group users based on it; Technology enthusiasts, homemakers, tourists and programmers are some of these groups.
When running a campaign, you choose the groups that are closest to your target audience so that your message is displayed only to those who are likely to be interested in it. These advertisements are carried out in 4 types: identical, banner, push notification and video.
For example, you can choose the religious group and then it is possible to limit the gender. This group is suitable for targeting people interested in religious issues and occasional advertisements (such as Christianity).
Behavioral advertising grouping in line with smart marketing
- Content-oriented product advertising service
In product content-oriented advertising, you cannot choose the audience group by yourself; But the ad is automatically shown to people who are likely to need or be interested in it.
The selection of the article to display the ad as well as the product to be advertised is done automatically along with the creation of the ad.
- Keyword advertising service
When creating a keyword advertising campaign, you choose relevant keywords according to the topic of the ad. After choosing, the system will offer you a series of keywords.
After that, your ads will be automatically displayed on pages that have or are close to your chosen keywords. Matching new and old pages with your keywords is the responsibility of our artificial intelligence algorithm.
For example, if you select “digital currency”, your ad will automatically appear on pages with the same or similar keywords such as “crypto” and “bitcoin”.
2. Webengage, a smart and advanced tool for customer retention
Webengage is an automation platform that makes business communication channels with customers intelligent:
- Customer data platform: including information such as gender, age, place of residence, phone number and email
- Product and revenue analysis service: This service reviews online products throughout the purchase process and afterwards; For example, it tells you why the user deleted your app
- Customer segmentation: With the data it has on customers, it can intelligently segment them for marketing and advertising.
- Web Personalization: This smart tool allows each web user to have a personalized and different experience on your website to increase the likelihood of conversion.
- Application Personalization: This tool personalizes and makes the experience of the application users unique
- Campaign: artificial intelligence segments users and organizes targeted campaigns from different channels according to the characteristics of each.
3. Clarity, a free tool to analyze user behavior
Clarity explains why users behave on your site or application. Clarity’s artificial intelligence shows where you need to improve your website or app and where you are strong.
Clarity products for businesses include:
- Thermal map
This possibility shows you the clarity of the frequent paths of users on the site in the form of a heat map
For example, which button users click less often or what path they take on the site. The information obtained helps in redesigning the customer journey as well as identifying profitable behavioral patterns.
- Recording sessions of user presence on the website
You can directly see where users visited your site and why they left it.
- Clarity for mobile
This tool provides the same possibility of recording meetings in a different way for mobile applications. With the help of this tool, you can see the path taken by the user in your application while maintaining the privacy of the user.
- Copilot
This tool uses GPT artificial intelligence to report user sessions on your website. You can talk to Kopilat and ask questions about your projects in Clarity and Google Analytics.
Clarity can be integrated with Google Analytics, Google Optimize, AB Tasty and Optemizely tools.
Hotjar is another tool that offers the same facilities. In the article “What is Hatger; Hotjar training for more sales and user retention”, we have fully taught its application and how to use it.
4. Similar web, a versatile tool
The next smart marketing tool is Similar web and what all the good ones have, she has 2 services for smart marketing:
Research: This smart tool helps you track market changes, benchmark your performance against competitors, and gain audience insights so you can make data-driven decisions for your business.
Marketing: This tool allows you to monitor competitors’ marketing strategies based on data and use it to your advantage.
Also, it offers the possibility of smart and cost-effective advertising.
5. Poplar.studio, a tool for running AR and VR campaigns
Poplar Studio has opened AR virtual reality and VR augmented reality to the marketing world. Poplar Studio’s tools enable the implementation of 3D campaigns in social networks.
For example, let’s say customers can try on a brand’s clothes just by taking a picture of themselves, or see different lipstick colors on their face with an effect in TikTok or Instagram videos.
6. Segmentation with MixPanel
This tool contains everything that marketing intelligence can give you to know the target market and segmentation. The Mixpanel analysis tool collects audience data and presents different segments based on the product or service you have, so that you can choose your target audience.
With Mixpanel tools, you can follow the interaction and behavior of the target audience or even other segments and make smarter decisions for your marketing moves with the help of data and audience segmentation.
8. Brevo, a multitasking tool
Brevo is a marketing automation platform that communicates with customers through various channels. Brevo’s marketing tool allows smart campaigns of any shape and size from email, SMS and WhatsApp chat channels.
With Brevo Direct Chat, you can manage direct conversations with customers through Instagram and WhatsApp Direct and other online platforms: Also, Brevo’s targeted email marketing service allows you to send millions of targeted emails with a 99% hit rate.
9. Google Analytics, a tool for segmentation
Now it is the turn of perhaps the most famous member of this list! Google Analytics is an excellent tool for customer segmentation and understanding. This tool collects data about the number of visitors to a website, their behavior, purchases, location, device they used, etc.
This data gives you valuable information about customer behavior and helps you understand and market them better and more accurately. To learn more about this tool, read the article “What is Google Analytics and how does it help businesses?” start.
Don’t fall behind!
Market developments in today’s world are fast and non-stop, and if you only rely on traditional marketing methods, you will always be behind the market, competitors and consumers.
In this article, we told you what smart marketing is, what pillars it is based on, and finally we reviewed 9 practical tools in this field. Now it’s your turn to plan your smart marketing strategy!
We will be happy to hear your comments 🙂 If you have any problems in this field, you can contact us in the comments section.
