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Rescooped by Matt Casagrande from The MarTech Digest
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Are Machines the Future of Marketing? - B2B Digital Marketing

Are Machines the Future of Marketing? - B2B Digital Marketing | New Marketing Strategies 2 | Scoop.it
As marketers, we will soon be the managers of the machines that are managing our marketing. Until the machines don't need us anymore.

 

Excerpt...

 

Here are a few of the marketing areas where we are already managing the machines and one area where the machines have already managed us!

1. Search Marketing Platforms
Search marketers have been using bid management systems for the last decade to manage the search campaigns. Today, new solutions like DataPop are even automating ad copywriting!

2. Algorithmic Media Buying
A significant portion of the online media landscape is quickly moving towards algorithmic media buying. Providers like Turn, MediaMath or RocketFuel are able to take your creative, budget and goal and run online advertising programs that are managed and optimized by algorithms, making billions (literally) of ad buying decisions for their clients every single day.

3. Dynamic Creative Optimization
What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? Companies like MediaMind make this possible today. Combine it with something like DataPop, mentioned above, and you could have a system that continuously creates, tests, learns and optimizes brand new creative.

4. Marketing Automation
What if everyone could always get the right communication, based on all of the information you have about them? Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms.

5. Identifying Content to Create
Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. In this case, the machine was feeding work to the people instead of the people feeding work to the machine.


Via CYDigital
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CYDigital's curator insight, March 14, 2013 8:45 AM

We scooped this as a checklist for you to compare your own automation tools against. Not yet appearing: Big Data alerts.


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Matt Casagrande's comment, March 17, 2013 8:18 PM
Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms. Over the next couple years, expect to see marketing automation continue to incorporate algorithms for more complex learning and optimization. Also it allows the business to do the marketing hands free without having people have to do it at all times.
Matt Casagrande's comment, March 17, 2013 8:25 PM
As technology continues to strive as we move into the future and direct response focused marketers will be the first who will try this new machine-based marketing ways. Companies that are willing to risk it all to if machine driven ways will learn success of it first. Machines can learn fast enough and can lower a business resource costs can be lowered from these new ways also. From all of this that will happen from the machine way will end up beating out human marketers.
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Marketing Automation, Set It and Forget It - exploreB2B

Marketing Automation, Set It and Forget It - exploreB2B | New Marketing Strategies 2 | Scoop.it
Whether you’re a B2B or B2C company, it’s advantageous to manage your customers and prospects in one of the many customer relationship management (CRM) systems. This obviously allows you to ...
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Matt Casagrande's comment, March 18, 2013 7:01 PM
Identify customer intent- Certain marketing automation ways can use analytics tools so you as a business can see exactly what content the consumer personally cares about. It is kind of like over watching your consumer but the sale team would like to know if your top consumer just browsed the new product page and downloaded the demo video. This a great ways to see potential of new consumers.
Matt Casagrande's comment, March 18, 2013 7:08 PM
Marketing automation can also be used to give your consumer a welcome email. The email can be used to express the gratitude that your customer or prospect has taken his or her time to interact with your brand. This also a great way to provide them with additional resources. In addition, this eliminates the confusion when they get an email from you later and ask “Why am I receiving this?”
Matt Casagrande's comment, March 18, 2013 7:17 PM
Social media it is not exactly the same thing as usual marketing solutions, but it is still put in the same category because some of it can still be automated. Your business should use twitter to automatically share your latest things. You can automate following someone that follows you or unfollowing someone that unfollows you on Twitter. You can also set up responses that automatically get sent when person mentions your brand.
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TEACHER COMMENTS

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Tami Yaklich's comment, March 21, 2013 10:58 PM
Again, good info, but mostly taken word for word from sources. You must paraphrase!
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Why the Data will Dictate CRM and Automation Success in 2013 - 1to1 Media

Why the Data will Dictate CRM and Automation Success in 2013 - 1to1 Media | New Marketing Strategies 2 | Scoop.it
Data cleanliness is of paramount importance to these marketers today. In a world of process orientation, moving the needle a few percentage points at each stage of the funnel can have significant benefits.

 

"Bad data" comes in several common forms:

Duplicate records include two or more of the same contact, causing activity tracked on a lead to be diluted, resulting in missed MQLsObsolete contacts are no longer in the position or at the company where they are listed as workingIncomplete contacts are missing fields such as job title, phone number, industry, or email addressIncorrect contacts contain a non-working phone number, old job title, or undeliverable email address
Via CYDigital
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Matt Casagrande's comment, April 28, 2013 7:19 PM
2013 marketers will have to look through more consumers data because the large amount of information that is coming in from social media site generated information and so for that they have created marketing automation
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Evolution of Marketing Automation

Evolution of Marketing Automation | New Marketing Strategies 2 | Scoop.it
A highlight of what's wrong with Marketing Automation today and how an inbound approach can fix it. Plus free no-registration ebook by HubSpot CMO, Mike Volpe.
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Matt Casagrande's comment, March 17, 2013 8:27 PM
The great new things about the use of marketing automation is it has always been enabled for you,the marketer, to trigger messages based on a visitor’s actions on your site, which will sending messages when they are most relevant, rather than spam. The promise of marketing automation has contributed to it having the fastest growth of any CRM-related segment in the last five years.
Matt Casagrande's comment, March 17, 2013 8:31 PM
Usually the converting leads and driving sales encourages marketers to take short cuts or bully their leads into a conversion. Also marketing automation lead us to communicate using the very same methods that drive us crazy in our lives as customers. It is time to change that. There are two principles that should guide your marketing automation program. (1) reflect the changing and evolving customer, and (2) enable you to run they type of marketing programs that won’t make you feel discomfort about what you are doing. Marketing automation should enhance personal attention, not replace it