8 de November de 2017 | Nateevo | Marketing automation


Marketing Automation is a technological platform that supports Marketing processes, born in its day with the aim of helping companies to prioritize the different actions of Marketing, in a faster and more efficient way, focused on achieving of the objectives in the shortest possible time.

Advantages of Marketing Automation

Through the implementation of a Marketing Automation platform, a series of advantages can be obtained, some of them are detailed below:

  • It allows to trigger or execute complex Digital Marketing process, since in a natural way it would be impossible.
  • Provides greater efficiency, which makes the costs and time spent on staff or workers significantly lower.
  • Contributes to the processes of education and maturation of the data mart or database.Through Marketing Automation, content is delivered through the optimal channels to a specific user at the appropriate time.
  • It allows to automatically detect contacts that are ready to receive commercial information, always taking into account the profile of the client and the information of their navigation or behavioral information on the website.
  • Marketing automation is easier nowadayssince even profiles without skills or technical skills are able to use the main tools of Marketing Automation, since technology has allowed the creation of flows, rules or journeys of users, in a visual and very intuitive, without having to establish complex segmentation rules.

Ok, But what is Marketing Automation?

If it is still unclear, in other words, Marketing Automation is the evolution of e-mail Marketing and the inclusion of new channels, such as SMS, for the purpose of automating certain communications that are executed or by requirements of the business (launch of a new product or service) or by the behavior of a user on a website (recovery of the abandoned cart). Marketing automation also offers a 360º view of the clients, incorporating information from the different communications, as well as behavioral or navigational information.

Examples of Marketing Automation (some)

Some examples of Marketing Automation can be those detailed below:

  • Welcome Programs: They are usually the communications that are sent to new users when they register or for example when they subscribe to a periodic newsletter. When these shipments are made, it is recommended to warn users about the expectations they may have from one, or in other words, what type of communications or information they will receive. In some cases, some e-commerce may apply welcome discounts or for example a referral program.
  • Programs to encourage the purchase: After a purchase made by a user and with the information available in relation to other purchases made by other users, offer related products.
  • Recover the usual use: Sometimes users can slow down their use, and for this reason, it is convenient to find different resources to recover the usual consumption of them. Some examples could be for example a discount for making a purchase or for using a service.
  • Multichannel: Through multichannel, you can work or identify the best channels for each type of client. They can even be used together.
  • Loyalty to users: Perform individual communications to clients, with their own information, information that is relevant to their daily lives.

Are you interested in more examples? Take a look at this publication where you mention other examples of Marketing Automation. Emarsys mention other examples of Marketing Automation.

Difference of Marketing Automation vs Inbound Marketing:

The main objective of Inbound Marketing is to attract users or visitors to the websites of companies and convert these users into new leads. In other words the focus of Inbound Marketing is to feed the TOFU (top of funnel), through the production of attractive content in blogs, social media, video, among others.

Marketing Automation is based more on how an organization profiles and how it communicates with existing leads, leads and consumers. The essence of Marketing Automation is that of outbound- previously segmenting, sending emails, SMS or interacting via Social Media.

Difference of Marketing Automation vs Email Marketing:

The answer is simpler than one can think. While both tools use e-mail as the primary channel to retain their audiences, e-mail marketing monitors only the actions carried out with the different shipments. On the other hand, with a Marketing Automation tool, it is possible to monitor any type of digital interaction , such as access to the web, for example, behavioral information, thus granting a 360º vision

Tools of Marketing Automation

According to the study Magic Quadrant for Digital Marketing Hubs, prepared by Gartner, it positions Adobe, Salesforce, Oracle and Marketo as the market’s leading Marketing Cloud tools.

Strengths of Adobe Marketing Cloud:

  • Leadership vision: Partly because of the addition of artificial intelligence services, Adobe Sensei, which will allow you to get more out of your products.
  • Product quality: Adobe offers confidence and guarantees of the quality of its products, and is not an exception in Adobe Marketing Cloud.
  • Ecosistem: Adobe is an expert when it comes to reaching agreements with third parties, such as the agreement he made with Microsoft, which allows him to have a wide range of possibilities when integrating.

Weaknesses of Adobe Marketing Cloud:

    • Complexity:; Although Adobe has taken action on the matter, the Adobe Marketing Cloud architecture is complex, even to integrate with Adobe products themselves.
      • Identity management: References give Adobe complexity when identifying cross-device users.
      • Cross-cloud integration: Although Adobe uses Adobe Experience Manager (AEM) as an integration tool with Creative Cloud, the truth is that the study shows future improvements to be made.

      Salesforce Strengths:

      • User-centered vision and execution: Salesforce has created a complete view of the customer’s life cycle on the roots of its CRM.
      • The one that has the best components:  As a result of the different acquisitions made by Salesforce recently.
      • Moment in the market:  Salesforce has achieved a significant increase in customers, both B2C customers and B2B customers.

      Salesforce weaknesses:

      • Support services:  Some customers have reported dissatisfaction with salesforce sales and consulting processes.
      • Nebulous position of his artificial intelligence: Mainly Einstein. Some clients object to the focus on Marketing on simplicity over transparency.
      • Fragmentation of the solution: In addition to Marketing Cloud, Salesforce offers several solutions that share the same cloud platform and which sometimes overlap. Additionally, it offers solutions that are fragmented with individual pricing, which makes it sometimes complex.

      Strengths of Oracle:

      • Real-time decisions and customization: Oracle consumers highlight predictive analytics, as well as tools and decisions in real time.
      • Product integrations: Despite the challenges that companies are facing when integrating, Oracle has been an expert in delivering a series of product integrations, such as DMP Responsys, formerly known as BlueKai.
      • Offline integration: Oracle’s acquisition of Datalogix as well as native integration tools made possible the incorporation of transactional information as well as other offline information.

      Weaknesses of Oracle:

      • Technical and consulting support: Some clients expressed their impression with the Oracle consulting service and with the technical service once the implementation was executed.
      • Inconsistency in integrations: Oracle’s Digital Marketing product integration strategy will apply to both Responsys and Eloqua, which will mean duplicate effort and uneven integration maturity.
      • Visibility to Marketers: Recent acquisitions have allowed Oracle the right to sell within organizations, but they still do not have enough visibility to benchmark their competitors.

      Marketo’s Strengths:

      • Application integration and extensibility: Customers praise the integration capability of Marketo with third-party tools.
      • Partner ecosystem: Marketo has one of the largest partner ecosystems.
      • Architecture of new products: Marketo has designed the architecture of its product to obtain better performance and scalability.

      Weaknesses of Marketo:

      • Advanced analytics:  Some customers cite limitations in terms of advanced analytics.
      • Sales, consulting and support processes:  Inconsistent ratings were obtained from pre-sales and post-sales.
      • Leadership and ownership changes: In 2016 Marketo incorporates a new CEO. Likewise, the company was acquired by Vista Equity Partners. The impact of these changes have yet to be seen.

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