Is Your Marketing Team Stuck in a Tech Time Warp? Here’s Why They Hate Shiny New Things

A team of marketers sitting at a table engrossed in their laptops.

Table of Contents

  • Ayah
  • June 24, 2024

Marketing technologies transform how businesses connect with clients and candidates. Yet, many staffing firms lag, clinging to outdated tools and strategies. While cloud computing, artificial intelligence, and data analytics are revolutionizing recruitment marketing, some teams are still manually sending email blasts, relying on spreadsheets for candidate management, or neglecting the power of social media automation.

But why are staffing firm marketing teams slow to adopt these game-changing technologies? Let’s explain why you’re holding back and how you can turn that around!

 

Tech Time Travel: Why Your Marketing Needs Adaptability

Embracing new marketing technologies isn’t just an option—it’s a necessity Those resistant to change risk losing market share to tech-savvy competitors who offer superior client and candidate experiences. Outdated tools and processes lead to inefficiencies, increased workload, and potential staff burnout.

Moreover, modern clients expect seamless, tech-enabled interactions; failing to meet these expectations can damage your firm’s reputation and relationships.

Read More: Content Marketing That Doesn’t Suck: Your Guide to Agile Content

 

Stuck in the Tech Stone Age? Why Marketers Are Returning to Traditional Advertising

Here are a few reasons why you might still be on the fence about adopting new technology and why ideas are slow to be adopted.

Read More: Is Your Staffing Firm Stuck in the Stone Age? Here’s How PPC Ignites Growth

 

The comfort of the known.

Marketing teams often cling to familiar tools and processes, even when they’re outdated. This might mean relying on basic email platforms for candidate outreach instead of adopting automated nurture campaigns or using spreadsheets to track applicants rather than embracing a modern Applicant Tracking System (ATS).

The comfort of these known methods can outweigh the perceived benefits of new technologies, especially when teams are under pressure to deliver immediate results. The learning curve with new tools can seem daunting, making the disruption to established routines feel more like a burden than an opportunity for improvement.

 

Worry about failing or making mistakes.

The pressure to meet performance metrics can make teams hesitant to adopt new technology due to potential initial hiccups or failures. This fear of temporary setbacks and a dip in productivity during the learning phase can lead to slow adoption, despite the long-term benefits.

For example, a marketing team might avoid new project management software due to concerns about the time required to learn it and the short-term impact on performance metrics. This caution, while understandable, can hinder progress and development.

 

Technology is too expensive.

A lot of businesses, particularly smaller ones, are hesitant to invest in something unfamiliar or untested. This is especially true for management software, which can be pricey, even for insurance companies. Teams often need to prove the investment will pay off, which can be tough to do right away.

Also, tight budgets might make it hard even to try out new tools, so they end up sticking with what they already have.

 

Too many choices.

The crowded marketing technology landscape, with thousands of tools for various tasks, can be overwhelming. An abundance of options often leads to decision paralysis, where teams stick with familiar tools rather than navigate the numerous choices to find the right one.

 

Problems with merging different systems or software.

Implementing new technology can be challenging, especially when integrating it with existing systems. Many marketing teams use various tools, making data integration difficult. It’s why 67 percent of businesses struggle with marketing automation.¹ New tools may not mesh well with old ones, causing inefficiencies and data silos. These potential issues can make teams hesitant to adopt new technology.

 

Not enough training and support.

48.6 percent of marketing and communications professionals cite insufficient expertise as a major challenge in marketing automation.² Without proper training and support, teams struggle to use new tools effectively and may revert to familiar methods.

 

Not viewed as essential.

Research also shows 24 percent of marketers believe that a lack of priority is another obstacle to marketing teams adopting new technologies.³ They might not fully understand how these new technologies could benefit their work or improve their results.

Many small to medium enterprises often feel too small to embrace new or large-scale technologies. They also worry it might complicate their otherwise straightforward business model.

 

When New Tech Sparks Joy: Your Way Forward

Switching to innovative technology is like rearranging your room for better vibes—it just changes how things flow. Want to help your marketing team keep up with the times and embrace new technology? Here are some ways to do it.

Read More: Revolutionizing Staffing: How Marketing Automation Propels Success for Agencies

 

Experiment and learn.

New technology is all about exploring the unknown. When your team members value experimentation, you’re open to trying new features, tools, and approaches. Learning becomes necessary as you figure out what works and what doesn’t with the new technology. This is a continuous process, so embrace the journey of discovery! Consider incorporating these essential tools:

  • Applicant Tracking System (ATS) – These streamline recruitment and integrate with marketing tools for better candidate engagement.
  • Customer Relationship Management (CRM) Systems – Manage both client and candidate relationships, ensuring organized and efficient communication.
  • Social Media Management Tools – Tools like Hootsuite or Buffer help maintain a consistent presence on platforms frequented by potential candidates.
  • LinkedIn Recruiter – Specifically designed for sourcing and engaging with potential candidates, LinkedIn Recruiter is a valuable asset for staffing firms.
  • Chatbots and AI-Powered Screening Tools – Facilitate initial candidate engagement and screening, saving time and enhancing the candidate experience.

 

 

Celebrating small wins and learning from setbacks.

Learning new technology isn’t always smooth sailing. There will be bumps and roadblocks. But instead of viewing these as failures, see them as opportunities to learn and improve. Cheers to even the small victories, no matter how minor they seem. Each win is a step forward in mastering the new technology. This positive mindset keeps you motivated and encourages a sense of accomplishment as you progress.

Think of it like this: When you learn a new recipe, you don’t expect to be a master chef immediately. You experiment with ingredients, adjust techniques, and learn from burned batches. The same goes for new technology. Seize the chance to learn and evolve with each step you take.

 

Show the clear benefits.

Show how new technology can help. Share real-life stories, try out small test runs, and use facts and numbers to prove how these tools can boost efficiency, deliver stronger outcomes, and make their work lives smoother. Use examples of how other companies have successfully implemented similar tools and their positive impact on their workforce productivity and satisfaction.

For instance, try an email marketing platform like MailChimp to see how it works. Start with a small test using part of your candidate list. Send personalized emails tailored to candidates’ skills and preferences. You’ll likely see more people opening and clicking on these emails than before. This test confirms that the platform works well for engaging candidates. In this way, you can decide to use it for all candidates.

 

Make decisions easier.

Narrowing down options based on your specific staffing needs and goals will make the selection process smoother. Clearly outline the criteria for evaluating new marketing technologies and involve your team in decision-making.

Your recruiters and marketing professionals will be using these technologies on a day-to-day basis, so their input is invaluable. Seek feedback from team members on their pain points, preferences, and priorities regarding marketing technologies. This teamwork gets everyone on board with the decisions and makes everyone feel responsible for making them work.

 

Put resources into training.

Make sure your team gets thorough training and continues to have support whenever they need it. This helps them feel confident and capable when using new technology.

Let’s say you want to make your website more visible and attract more candidates. You can train your marketing team on SEO tools, teaching them about keywords, optimizing pages, and tracking website performance. Also, keep supporting them regularly and provide resources like online tutorials and forums. This helps your team feel confident and ready to handle any SEO challenges.

 

ALLIED INSIGHT IS YOUR TICKET OUT OF THE TECH TIME WARP

At Allied Insight, we understand businesses’ struggles in this digital tug-of-war. That’s why we’re here to help you break free from the cycle of outdated strategies and embrace new technologies’ opportunities.

From brainstorming bold ideas to geeking out over the latest tech trends, we’ll be your partners in crime on the digital frontier! Let’s kick the status quo to the curb and chart a new course, one pixel at a time. Drop us a call today!

 

References

  1. “20 Marketing Automation Statistics in 2023.” Data Axle USA, www.dataaxleusa.com/blog/marketing-automation-statistics/.
  2. Pangarkar, Tajammul. “Marketing Automation Statistics 2024 by Technology, Campaigns.” Market Scoop, 3 May 2024, scoop.market.us/marketing-automation-statistics/.
  3. Zumstein, Darius, et al. Lead Generation and Lead Qualification through Data-Driven Marketing in B2B a Study by Aioma and the Institute of Marketing Management. digitalcollection.zhaw.ch/bitstream/11475/21947/3/2021_Zumstein-etal_Marketing-Automation-Report.pdf, https://doi.org/10.21256/zhaw-2402.

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