1. Marketing Automation & Retargeting
Class of Digital Marketing & New Media LSBF
Boulent Mustafa |Carolina Jardim |Kamal Kumar K
2. Marketing automation is using software and Web-based services to execute, manage and
automate marketing tasks and processes. It replaces manual and repetitive marketing
processes with purpose-built software and applications geared toward performance.
Marketing automation is tactics that allow companies to buy and sell – that is,
to nurture prospects with highly personalized, useful content that helps
convert prospects to customers and turn customers into delighted customers
Marketing automation is the use of software to automate marketing
processes such as customer segmentation, customer data integration,
and campaign management
Introduction – Marketing Automation
3. What is Marketing Automation all about ?
It's the promise of powerful
personalized marketing
solutions.
What is it ?
The automation that marketers dream of,
organizes the data, their prospects share,
then uses that data to provide those
prospects with the right content and the
right interactions at the right time to help
achieve sales.
4. The buyer gets a simpler, more consultative sales process, and the seller gets a more
efficient (cheaper, quicker) sales process that results in better customers.
Marketing Automation – Why ?
In order to realize your performance potential, and maximize your content marketing return on
investment (ROI), you’re going to need the right marketing technology.
Marketing automation has the ability to expand the value and impact of your content, capture lead
intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and enhance the overall
customer experience.
The Rewards OF
HOLISTIC Marketing Automation
5. 360°
Management of
marketing campaigns
Development and
analysis of marketing
campaigns and
customers
Appropriate
customer data
organization
& storage
Moving contacts
from leads to
customers
In order to effectively aid marketers in fully understanding customers and subsequently developing a
strategic marketing plan, marketing automation tools (MAT) are designed to perform four key tasks:
7. Who Uses it ?
Business-to-business (B2B)
Business-to-government (B2G)
Longer sales cycle business-to-consumer (B2C)
On average 49% of companies is currently using Marketing
automation. With more than half of B2B companies (55%)
adopting the technology.
Emailmonday “The Ultimate Marketing Automation stats”. (2015)
79% of top-performing companies have been using
marketing automation for more than 2 years.
Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)
53% of B2B Fortune 500 Companies Use Marketing Automation
8.
9. Common Features….
Marketing automation platforms provide broad
functionality including email marketing, landing pages
and forms, campaign management, lead
nurturing/scoring, lead lifecycle management, CRM
integration, social marketing capabilities, and marketing
analytics
11. Measurability : Everything is visible and you can draw reports on on-going and past campaigns, measuring your results.
Integration : You can integrate and monitor all of your activities in one place.
Early engagement : By providing people with content that they’re actually interested in earlier, you’ll engage them and keep them that way for longer.
Optimisation : You get constant feedback on the activities, enabling you to fine-tune your efforts sooner & quicker; meaning a healthier, and stable pipeline.
Efficiency : It´s an automatic alternative to traditionally manual processes. Time and labour can be reduced, therefore costs can be reduced too.
Data collection : automatic marketing offers a touch-point to clients or customers that isn’t necessarily sales-driven.
Consistency : Incorporating all your marketing efforts in one process can help keep a unified brand tone-of-voice.
Multichannel management : Marketing automation can help you keep tabs on any channel.
Consumer Experience : Automation helps tailor the experience to the user, creating a unique experience that’s relevant and more likely lead to conversion.
Strengths of Marketing Automation
12. Skill-set change: Putting together an effective marketing automation system, as well as the additional things that come with it (such as content marketing),
may require you to learn new skills and may be very expensive.
Quality of the data/processes: If people aren’t using it properly, then you won’t see when there’s an opportunity or when they convert into a customer.
On-going cost: You may need to be selling something expensive or a lot of something that’s cheap to make it worthwhile, and if you stop paying, you could
lose all the work that’s gone on before.
Results Often Don't Justify the Investment : Marketers are finding that marketing automation frequently does not produce the results needed to justify
the significant investment of time and money it requires.
People Who Buy it Rarely Use it Fully: Most marketers who invest in marketing automation buy more than they use -- they become overwhelmed by the
complexity, never fully set it up, and never take advantage of everything it has to offer.
Threat of “burning your list”- i.e. annoying your contacts, causing them to jump ship, leaving you with no opportunity to market to them in the future.
Weakness of Marketing Automation
13. Most Marketing Automation products easier to set up and more user friendly with their interface and operation.
Broadens your marketing reach, in terms of who you can target.
The companies who manufacture Marketing Automation software can provide training programmes, this will increase the likelihood of Marketers buying that
particular product and also using it to its full potential.
By studying analytics / results, you can fine tune your marketing campaigns at a reduced cost.
By using Marketing Automation you are able to tailor the content to provide a more personalised experience.
Opportunities of Marketing Automation
14. Re Targeting
What is it?
Retargeting is also known as behavioral
retargeting/remarketing. It allows online advertisers
to target consumers based on their previous
interactions with a website.
If a consumer visits a website, but does not purchase
or convert, retargeting is a “reminder” of this fact.
Using retargeting, advertisers target consumers with
adverts based on their Internet search patterns.
These adverts are displayed to the user across the
Internet via ad networks that the advertiser buys
media from.
This style of advertising can be very effective and help
keep a product or service in the forefront of
someone’s mind throughout the decision process.
15. The Retargeting process flow
How to retarget
Potential customer
visits your website
Visits but do not
purchase
User visits an
other website
User is retargeted
with your ad on the
new website visited
Your ad using cookies recaptures the
attention of the prospect and may lead to
a sale
User jumps to an other website leaving your website
Customer might spend a few moments to a decent time
surfing the website but do make a purchase
Your website attracts or pulls a new customer
16. Types of Re Targeting
Site Based | Creative Based |Search based | Social media
It’s a fairly straightforward, cookie-based practice. An invisible
JavaScript tag is placed in the footer of a website which leaves a
‘cookie’ in their browser of every visitor.
That visitor will then be targeted with theoretically relevant adverts
when they visit other sites.
How Retargeting Ads work on Facebook
- https://www.youtube.com/watch?v=iXj4Ri-MRsQ
Every time a potential customer of a site sees the retargeted ad, or
retargeted email, this will remind them of their former desire to
purchase and possibly steer them back.
Retargeting also helps to create brand awareness and traction
through repeated exposure.
17. Retargeting SWOT
• Designing the landing page, so it concisely
answers the visitor’s queries.
• Ensuring conversion takes place.
• Creating new adverts to catch customer´s
attention
Challenges
• Retargeted adverts can be too intrusive as they
are unsolicited.
• The adverts can no longer be relevant, for
example they may have already purchased this.
• Adverts may be overlooked or ignored
Threats
• Creates possibilities for personalised marketing.
• Analysing past user patterns can help you
understand your audience better.
• Instant marketing
Opportunities
• Every time a potential customer of a site sees the
retargeted ad, or retargeted email, this will remind
them of their former desire to purchase and
possibly steer them back.
• Retargeting also helps to create brand
awareness and traction through repeated exposure.
Key Benefits
