Marketingtinder: find the right tool for your marketing goals
The proliferation of marketing tools makes it difficult and time-consuming for companies to find the right match between their objectives and the tools offered. In this study, we first map the marketing and communication objectives of SMEs and self-employed people and existing tools with their features. Then we match the objective via an automated platform to a suitable tool.
Tools digital marketing are on the rise
Due to the effects of the corona crisis, several companies and entrepreneurs have experienced the need to improve or start up their digital presence. To this end, sole traders and SMEs are turning to tools to support their digital marketing strategy. In the Marketingtinder research project, we aim to match companies' goals with the right tools to strengthen their digital marketing strategy.
The digital revolution is no longer an expectation or a distant future. Digitalization is accelerating more than ever, in part because of the current pandemic we are in, consumers and merchants alike had to shift gears to adapt to the new "now."
Match marketing objectives to appropriate tools
Through this research, we give companies tools to efficiently deploy digitalization. When deploying tools for marketing automation, for example, it's not a "one size fits all. This is where the shoe pinches: with all these different alternatives, SMEs no longer know which tool best suits their objectives.
The research goes through the following steps:
- Through a thorough screening of Flemish SMEs and sole traders, we map out the marketing objectives.
- We link the objectives to the elaborated frame of reference of tools present on the market. This will promote digitalization in the long term.
- Through this framework, we work towards a phased digitization within SMEs and sole proprietorships with an ultimate positive effect on the return on investment (ROI).
Components and objectives of research project
Our research consists of several components:
- marketing screening of sole proprietorships and SMEs in Flanders;
- in-depth interviews with marketing managers of several companies in Flanders;
- mapping of available tools on the market;
- matching of tools with specific profiles of companies.
The objectives of this research project are:
- match marketing objectives with a tool to strengthen digital marketing strategy;
- saving time for marketers;
- use tools optimally to improve ROI.
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