Tag Archives: Marketing Automation

MARKETING AUTOMATION – EQUAL MARKET OPPORTUNITIES

14 May 2016 Tomasz Kowalczyk Leave a comment marketing automation

When transferring your marketing efforts to the Internet, it’s worth to remember that Inbound and Outbound Marketing are not the comprehensive solution. To fully exploit the potential od digital marketing and gain more clients, you have to make sure that lead are being carried by the sales funnel. Therefore, it is important to Inbound and Outband Marketing is not seen as an overall marketing strategy, but as the components. The other one, equally important part is Marketing Automation – marketing concept supported by information systems, which was created to automate and upgrade marketing and sales activities. Marketing Automation allows to succesfuly convert leads into customers with such functionalities as:

#1 LEAD GENERATION

With this functionality we can identify the visitors of the website and analyze their behavior. Moreover, it allows to generate contact forms that appears in the right time and place, so we can gather a contact data (as e-mail or phone number) of each lead.

#2 SCORING

Scoring allows to assign a determined number of points for each lead’s activity related with the company, such as: entering the website, opening an e-mail or visiting the store. Thanks to this we can measure their involvement and then take adequate actions.

#3 SEGMENTATION

Marketing Automation allows to group all the prospects to send them the accurate e-mails. Leads can be grouped by behavioral data, transactional data, but also age, sex or location.

#4 LEAD NURTURING

Lead Nurturing is a marketing program that prepares prospects to make a purchase by giving them (via email) interesting information (like reports, newsletters and special offers). Thanks to automation rules, the message is fitted to each lead, sent in the best time and same far more effective than ordinary e-mail marketing.

By combining techniques of Inbound Marketing, Outband Marketing and Marketing Automation, we get synergy effect. Thanks to the on-line activity we can gather high-quality sales leads. Then we educate potential clients, know their needs and finally provide a unique, personalized offer which leads the customer to purchase. The combination of Inbound- and Outband Marketing and Marketing Automation is a comprehensive strategy of Digital Marketing and allows the marketing department to maximize their actions related to the acquisition of leads with a better conversion into customers while minimizing costs at the same time.

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5 KEY MARKETING TRENDS IN 2015

30 December 2015 bladmin Leave a comment inbound marketing, marketing automation, outbound marketing

#1 CONTENT MARKETING

„Content is the king” – this sentence was defining the whole 2015 year in digital marketing. People are tired of the accumulation of advertises, so the outbound marketing is more and more inefficient. That’s why Content Marketing becomes so important. When companies offer attractive content that is relevant for leads and customers, they coming to the website by themselves, so popularity of a brand is increased.

Content Marketing is also the best way for SEO in 2015.

#2 ADAPTING THE WEBSITE TO MOBILE DEVICES

Using mobile devices becomes increasingly popular. That’s why in 2015 Google released new algorithm update. Thanks to this, responsive website (or those with mobile version) are on the top of search results. For this reason more and more companies have decided to change their website to the responsive one.

#3 MOBILE APPS

Mobile devices like smartphones and tablets has overtaken PC’s in access to the Internet. More and more people use mobile channel as a main way of communication. To follow this trend, companies started to share mobile apps. They can engage customers with gamification, push messages and many others. If the app is attractive, it is also becoming a good way for acquiring new leads.

#4 E-MAIL MARKETING

For many years the most popular way of contact with the customer was an e-mail marketing. But so far its effectiveness was very low. Modern technology allows to increase the efficiency of these activities through personalization of content and sending messages in the appropriate time for each client. So the e-mail marketing becomes more alive than ever.

#5 MARKETING AUTOMATION

Marketing Automation Systems exists on the market for several years, but in 2015, their popularity has rapidly increased. It’s not surprising at all, because. implementation of Marketing Automation results in increase of the marketing and sales departments efficiency. The other advantage of such systems is greater number of leads and customer acquisition. If you want to learn more about the MA, click here.

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THE NEW CONSUMER DECISION JOURNEY

15 September 2015 bladmin Leave a comment inbound marketing, marketing automation, outbound marketing

For many years marketers are searching for the moment, when they have the greatest influence for the customer’s decision. To make it easier, the sales funnels were created, but they are not useful anymore.

It shows the process of making a purchase decision when customers had not access to information like today. At that time consumer began with a set of brands in mind and whittled them down until he decided what to buy. It was a time, when customer was liable to all kind of advertising. The outbound marketing was the only way to gain a brand awareness. So – the more company was investing in advertises, the more customers it had.

Since then, the world has changed, so did the process of making purchase decision. The main reason of this fact is easy access to the Internet. Nowadays, the customer has a wide choice of every product and service. Moreover, he can use many communication’s channels, where he can familiarize with the products and get many opinions about them. We rotate among the increasingly independent, well-informed and more demanding consumers. It turns out, that the process of making purchase decision is much more complex and varied than a classic funnel suggest. Therefore the marketing must rely on a different, more sophisticated approach.

The decision-making process is now a more circular journey, with four primary phases representing potential battlegrounds where marketers can win or lose:

  • initial consideration
  • the process of researching potential purchases
  • closure, when consumers buy brands
  • post-purchase, when consumers experience them.

 

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When consumers reach a decision at the moment of purchase, the marketers still have to work: the post-purchase experience shapes their opinion about the products, so the journey is an ongoing cycle. The change of consumer behavior opens brand new possibilities of reaching them and influencing purchasing decisions. The decision making process is now so complicated that we can no longer refer it as channels of communication. Now we have to talk about customer’s ‘points of contact’ with the company.

That is why it is important to stop thinking about selling as a linear conversion path. Nowadays we need Marketing Automation Systems to recognize each customer, identify his behavior and then nurture him and present the right offer.

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