Marketing Automation and the Marketplace

In spite of the strong demand for development, adoption, and training in the area of Marketing Automation, the market has yet to fully adopt the technology, with costs for large scale deployments of the platform very high, and the advantage of these implementations often flatlines as the adoption and awareness of the technology grows. For that reason, many marketers wait until they need Marketing Automation services to use them to help them solve their marketing problems. Such is the case with many small and medium sized businesses.

Marketing Automation is just the beginning of marketing communication. Beyond it, the stage is currently being designed to allow marketers to run their business as efficiently as possible, provide better customer engagement, drive repeat sales, and sell more. Such communications include Content Marketing (online) and Digital Marketing (on Demand, as well as Private Social Media).

With regards to Customer Engagement, Marketing Automation tracks a person’s path to action. When a customer lands on a site, marketing automation provides a document template and a common link to the solution’s website for action. What is the specific company involved? What does it need to buy? What services should the customer take on in order to complete that problem? The Customer Action/Assumption in that form follows, including the internal details regarding the process itself (or the customer is expected to complete it by themselves).

Below is a comparison between Adobe Marketing Cloud Experience Manager (as assessed) and Adobe Marketing Cloud Lightroom for Marketing (as assessed):

Marketing Automation requires a change of mindset, and its involvement is often behind the rather slow adoption of the technology among consumers.

The pace of transformation of marketing is awesome, what marketer doesn’t want to participate in that? Yet there is still a risk of becoming something similar to a tech-savvy marketer that buys a product but doesn’t understand it, or doesn’t provide the right and thorough implementation.

Marketing Automation solutions are not only used by thousands of small and mid-sized businesses all over the world. Social Media companies, retailers, advertisers, start-ups, and consultancy-types use the technology. Above-mentioned marketing companies even have out-of-the-box marketing automation applications created in their own proprietary groups. Such companies go so far as to make each product user compliant and trained, and even refine processes and make sure a product is running at 100% with the help of marketing automation solutions.

Marketing Automation is about integrating marketing from various sources so that messages can be built upon, and act with greater success. It’s also about supporting multiple business units or teams which typically deal with the current or past campaigns in the company. Marking and closing are key within marketing automation. Its interaction with UX design and the user experience is paramount for the marketer.

Marketing Automation is about providing control to those in charge of the marketing team. It’s also about making sure solutions help the marketing team get customers and then share knowledge when they are resolved, the transaction is completed, and the client is happy with their service.

Marketing Automation takes a consultant-back-office role and becomes a strategic partner that keeps costs low, improves access to data, including social data, and provides a solution that learns as it works. In this way, the company can provide a fixed price (or slightly cheaper) to a customer. This is a dramatic reduction in costs.

Whereas this process has been mostly manual in the past, the use of Marketing Automation allows a small business to offer a more complete solution without needing to hire staff or develop the technical skills needed. Many marketing organizations end up wasting money and time in training, trying to introduce new systems on their own or end up hiring consultants. Marketers also need to be aware of their roles, so that they can make sure they are playing the game well.

Addressing such issues can take up a lot of time and energy. Marketers who don’t have this already can take advantage of the tools by using various engagement channels and workflows. Many of these marketers are happy. However, there are some that see the ease and speed of adoption of marketing automation. They are not happy that they have to wait for the rest of the business to fully adopt the new technology. They also tend to have less data than they would like, as the data is limited.

Content Engine Content Marketing

Content Marketing World 2019: Best Use of Blog, Facebook, Twitter

Read here to learn how to achieve an industry-centered strategy that gets the most out of your content marketing spend. In this way, content marketing becomes a case of knowing where the opportunity is and are you going to give it to the public. In the world of digital marketing, where speaking the language of the crowds has become an almost essential skill, getting noticed as a content creator isn’t always easy. With those Community Managers engaged on Facebook, Twitter, YouTube, and Reddit – they can spread the word on Google: and that sounds like a pretty big advantage. As much as we would like to think that a strong buy-now strategy will push us to purchase in the moment, the reality is that it won’t. Instead, you can segment your broader userbase with the right messages and offer a discount only for C2 customers, for example, a discount or a purchase promotion that only reaches the most likely buyers.When you combine lead scoring and personas with data analytics, buying intent should be kept simple. It is only part of a larger buying scheme, which consists of your most valuable content, offers, and marketing campaign data. When you collect the correct data, you can show the audience in the correct manner the content and offers they want to see in the relevant channels, at the right time. Unless you are a creative production company that actually spends their time creating things from scratch, writing and delivering a few thousand words of content for publication every day, you are likely to have a manageable percentage of publishable content on your blog or webpage. Not only is this the evidence in front of you, but also in front of the customers (who generally like to read content that is relevant to them and works for them). Marketers that value their branding and reputation will invest time in producing specific content for specific audiences, places, and occasions. As marketing transformation takes off, these are the types of things you will see getting organized – a stream of content, so to speak. When you have a lot of content and focus on producing compelling content, you will be able to reach the right audience in the right place at the right time, when they are ready to buy. And here’s the thing – the content marketers who are prepared to master the art of testing, and learn how to listen to their audiences, can earn some pretty big advantages in terms of their bottom line. Content Marketing World is an opportunity for you to stay up-to-date and learn new things, and to run towards the opportunities that will keep your website updated with high-quality, relevant content that will keep people coming back.

Content Engine

Jan 23
5 mins read

Content Engine Content Marketing

Digital Advertising Agency Kyobri Releases Data Driven Media Report

Global digital advertising agency, Kyobri, recently published a report that discusses the Content Marketing Service Industry, and helps guide a better understanding on what the future holds. The Data Driven Media Report was developed by Kevin Motts, Director of Competitive Intelligence at Kyobri, working with the analytics team led by Ariel Wilkerson, in collaboration with external editors from Kyobri and Deloitte. “Marketers need to consider this higher investment in content marketing services as one of the different ways to allocate marketing budgets. The data generated by content marketing services also helps a lot in showing the digital consumer when consumers have interest in a product, and when they don’t. By not only providing great content, but also by working with local leaders to the content itself, technology partners can expand into content services, and stand in the way of the bigger giants, such as Google. Once you have worked to understand content marketing and content marketing services, new opportunities will present themselves. This is why Co-grow with Gartner is discussing the technology uses in the content marketing space. Q&A: Motts Provides Tips on Successful Content Marketing Service Delivery Q: What are some of the biggest challenges to running content marketing services business? A: If you can find a content marketing services provider with a very engaged team, it will be easier to manage everything, including monitoring. When you sign up with a content services provider, you need to take the time to take a hard look at them and get to know them. There is another big thing that everyone in marketing knows is essential to building a company that sticks around over the long term, and it’s alignment between the people, strategy, and processes. Right now, the biggest technology I’m using is Google Analytics, which is a tool to measure the performance of a company’s efforts in multiple areas, both inside and outside the company. Although data is used to make decisions about creating content and how you will reach them, social listening and information sharing is also a key part of this: You need to know what’s happening on other channels, especially Facebook, Twitter, and LinkedIn, so that you’re not missing out on important conversations that people are having about the organization. In marketing, it’s a lot about trying to connect to people through the various ways they are consuming information. Both inside and outside the company, technology is your gateway to delivering high quality content in a way that people want to hear. I also see a lot of companies using surveys to get a better understanding of the people working for them.

Content Engine

Jan 23
5 mins read