A relatively recent discipline, Marketing Automation has become in a few years the most innovative sector of marketing, so much so that it now accounts for the major part of the investments of the marketing departments of companies across the Atlantic. And yet, England is struggling to take the plunge, due to a market that is not yet mature and which nevertheless has a real need to create new business opportunities and improve its ROI. 2015 will undoubtedly be the pivotal year, there is indeed a significant increase in noise around the concepts of Marketing 3.0, Marketing Automation, Inbound Marketing and others … The tide is turning. Finally !
1. Content marketing in its golden age
In an inbound marketing logic (term in strong development since 2012), the content becomes a powerful lever to acquire new prospects. It is a way to highlight your expertise, improve SEO and especially to refer an interested prospect to a white paper or a proposal in order to retrieve a lot of information about it. Blog articles, online videos and presentations then become digital tools to attract traffic, an audience that must be transformed into prospects.
The brands’ digital and editorial strategy is a strategic counterpart on which the major groups have already reflected. Too often reserved for social networks and a very short-termist logic, we often forget the blogs and web portals allowing to reference content. The concept of the long tail is very important from this point of view: very specialized and numerous articles which eventually bring many visitors with a strong propensity to buy.
Content marketing will therefore become a bigger expense in the years to come, an investment in providing potential customers with information that precisely matches their research. Content is king and also generates a major return on investment.
2. Landing pages in search of simplicity and commitment
The essential Marketing Automation tool, the landing page, sees prospects coming from many sources, blogs visited, articles read and videos viewed: all including a call to action (link to the landing page) to promote an offer or book white related.
The landing page quickly flourished on the web to retrieve qualified contacts through a form which, once completed, refers to the content desired by the internet user. Precisely, to want to overly qualify the recovered contacts, the forms are lengthened to the point where many Internet users give up after arriving until the landing page. However, Marketing Automation solutions offer the possibility of finding precise information by web crawling of a contact registered in the database with only their email address, last name and first name. Simplifying the collection of information is therefore not prohibitive and more opportunities are seized by simplifying the submission of the form to a landing page.
The landing page has become the epi-center of automated marketing, a simple, ergonomic page comprising the information necessary to recover as many incoming contacts as possible. There is no doubt that we will see their development even more in 2015.
Very aptly after the passage above, data-mining makes it possible to better qualify databases whether they are the fruit of landing pages or not. As the web is a wealth of information, there are many tools for aggregating data about the contacts themselves, but also in terms of interactions in order to best determine which leads to target as a priority. It is possible to target populations of interested prospects via the information that they publish and share on Facebook, Twitter or LinkedIn in the interactions and shares of each person. Prospects that it will be possible to target from social networks, or through personalized mailing with predictive analysis tools.
4. Lead tracking, precise and personalized scenarios
It is the follow-up of the information consulted by a contact on your site; in other words his customer journey. The latter offers information that is important and interesting to analyze in order to send your prospects information that could allow them to convert into customers.
A customer on the basis of an e-commerce site consulting an article could for example receive a reminder e-mail with a reduction to improve the time to value and avoid that a competitor cannot take advantage of the opportunity first.
It is therefore necessary to track the needs and the progress of a prospect in the conversion funnel. Whether he is simply interested with no real need, in research or ready to buy, lead tracking makes it possible to retrieve effective reporting to bring the right effort and the right information to advance a prospect further down the sales tunnel and convert him into a client.
5. Move to relationship marketing
Still very marked by direct marketing, the hexagon often favors proven tools, mass mailing and phoning in particular are two examples of direct marketing. Too “outbound”, in the sense that exchanges only go from the sender to the recipient without allowing the return of information. No follow-up of prospects and no scenarios to intervene depending on the interactions of each contact. In short, these are lost opportunities when, for example, a reminder or an invitation on a product that could interest a prospect based on their interactions and their history are not transmitted.
To go further on these 5 trends, do not hesitate to find this white paper for a complete look at Marketing Automation and data-mining.
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