Marketing Automation
Marketing automation originated as a software platform to automate repetitive tasks, systematically execute campaigns and manage and qualify prospects through lead nurturing and scoring for sales.
Marketing automation technology has evolved from a basic outbound email solution to include a broad range of tools to support many key processes. now includes hundreds of vendors and these systems are generally integrated.
The leaders in this space are Oracle Eloqua in the enterprise, Marketo for mid-market and Hubspot in SMB, but there are several other good options to consider. Marketing platforms enable greater segmentation, personalization and give marketing greater insight into prospect activities and behavior. They help marketers capture and report on key metrics to help refine campaign effectiveness and allow senior management to identify marketing ROI.
CRM
CRM is a software category, mostly sold as a hosted SaaS, which includes database and Internet capabilities to manage customer relationships and the sales process. SMB and enterprises generally use Salesforce.com, Microsoft, Oracle, SAP, and SugarCRM systems but there are many smaller vendors too.
It is often the system of record for all client and prospect data and in recent years, is being integrated with marketing automation systems. This integration enables marketing departments to identify and target customers and generate quality leads for the sales team and partners.
Executives rely on dashboards to monitor key metrics and generate pipeline reports to analyze the business. The more sophisticated implementations can provide rich data about customer-life cycle from offer to order, which is essential to run the business effectively.
Omni-Channel
Omni-Channel is the use of the Internet and mobile technologies to interact and transact with customers across multiple channels. These include Internet properties, retail stores, online stores, mobile stores, mobile app stores, telesales and other methods of transacting with a customer. Transacting includes researching, browsing, buying, managing returns and pre and post sale service.
Omni-channel requires a synchronized operating model in which all of the your channels are aligned and present a single face to the customer, along with one consistent way of doing business. It incorporates digital branding, search strategies, targeting, personalized advertising and mobile strategies. Successful strategies depend on relevant audience targeting that helps brands engage with their consumers.
The key is that even with systems and processes to facilitate the customer journey, it is the customer that dictates the route they take to transact.
Web
The number of technologies for web-based marketing is astounding; checks out .
The mainstays have been search engine optimization (SEO), Google key words and analytics, but tools now track social activity, aggregate and or manage content, serve up dynamic ads and much more. But which ones should you use?
The digital and social explosion has made the Internet a target rich environment to gain valuable insights into prospects and customers. There are hundreds of data points that can now be collected, analyzed and used for more effective marketing. Technologies like DemandBase provide real-time targeting & personalization platforms for company-targeted display advertising, website engagement & conversion modules for a consistent view of accounts. Most of the new tools integrate with marketing automation and CRM solutions to capture data and build this into a richer customer profile.
Mobile
Mobile technologies enable Marketing to communicate with consumers via smartphone and tables, either to send a message, introduce them to a new audience participation-based campaign or to allow them to visit a mobile website. All integrated marketing strategies must include mobile solutions for those who want to engage with your brand using multiple devices.
There are a host of mobile trends including location based services, responsive design in websites, point of sale offers, campaigns, commerce, search, coupons, etc. However, the biggest game changing trends is the evolution of mobile apps.
One of the most effective ways to market your products and services is by creating unique mobile apps for your business. Custom branded apps will become even more critical to engage and retain customers and should be integrated into your overall strategy.
Cloud
Cloud computing is defined as a large number of computers connected through the Internet. The term “in the cloud” refers to software, platforms and infrastructure that are sold as a service (SaaS). Most CRM and Marketing solutions are offered as a hosted service.
Vendors’ host products and services from a remote location, so end-users don’t have to. Users simply log on to the network, which makes adding solutions quick and easy and the company doesn’t have to build or install software on premise. This reduces IT and software maintenance costs. Google, Amazon, SalesForce, Zoho and Microsoft are well-known vendors.
Cloud marketing solutions consist of migrating all marketing assets to exist online in customized portals. These include popular solutions in automation, content management, analytics, campaigns, social networking.
Data
Integrating data from all sources into a single real time information warehouse is essential to run a business. The term, “Big Data”, is the consequence of the new digital marketing landscape where data is being captured everywhere. There are many challenges, capabilities and competencies associated with storing and analyzing huge data sets to support a higher level of decision-making.
A huge challenge for digital marketers is data integrity and cleansing. Data cleaning is one of the most important steps before setting up analytics and reports. It involves handling discrepancies, duplications, errors, outliers, missing values, and is critical when integrating marketing and sales systems. There are a variety of tools that help clean up and maintain data integrity across multiple systems, and a sound strategy and methodology is required.
e-Commerce
Capitalizing on advances in e-commerce will give businesses a distinct advantage in interacting and communicating with customers. New technologies are improving the ease of use and offer wider array of solutions for buyers and sellers.
Digital Marketers use Omni-Channel multiple touches to generate continued interest and engagement. They can follow customers in the virtual world and understanding what they want and how they want to buy, to create a better user experience.
Mobile devices are becoming the preferred method of accessing the web. E.-Commerce sites must be optimized for mobile users. Customers often go to a physical store, check out goods and prices and then use mobile devices to find cheaper prices online. A strong mobile presence will increase a company to compete on both price and value.
