Marketing Automation Revolution
Using the potential of Big Data
Current technological revolution, immense Internet penetration, and mobile technologies
resulted in a brand new type of consumer. This new consumer changed the manner of making
purchasing decisions, but also leaves thousands of footprints on WWW pages, in mobile
apps, maps, or transaction systems. All this has resulted in redefining the role of
marketing, and placed remarkable challenges before marketers, the solving of which
requires not only appropriate technologies, but also a new kind of knowledge.
The book leads the reader through the innovative technology of online marketing in the
following areas:
• collecting and processing large amounts of user data;
• delivering personalized messages across all channels in real time;
• process automation;
• improving communication between marketing and sales departments.
This publication was illustrated with examples of various implementations, and as such,
it should be a valuable source of information for marketers looking for a guidance
regarding marketing automation technologies.
Introduction
THE PHILOSOPHY OF MARKETING AUTOMATION
Changing marketing
Enchanted by the marketing wizards
Excuse my French, "artist‘s shit"
There is no remedy and there never will be
New marketer and the new school of marketing
Who is this book for and how to use it
Part I NEW TERMS
1. The meaning of Big Data revolution
Why Google knows best
More and more information
Correlation instead of causation
Everything is data
Algorithm will pick a TV series and a playlist for you
Data as corporate capital
2. New consumer
Independence
Prosumers and their habits
Mobility
What do marketers think about this?
The role of apps
Appification
The ROPO Effect and showrooming: why do customers migrate between channels?
The Internet of Things
Two seemingly contradictory trends in consumer behavior
Digital traces and why customers leave their data
Digital body language
Information constituting the digital body language
Building models: customers‘ shopping journeys and buyer persona
The superionty of consumer behavior analysis over other ways of acquiring knowledge
3. New marketer
Inbound vs. outbound
Romantic and pragmatic
Scientific approach
HADI cycles, i.e. lessons from a strip club
Changing the concept of a campaign
Predictive marketing
Disproportion between theory and practice
Why can‘t marketers cooperate with sellers (and why they should)?
4. New seller
Who trusts sellers?
Mixer and a time machinę
Atlassian and other B2B absurdities
Tesla Motors - say goodbye to your car dealer
Adjusting to context
Part II MARKETING AUTOMATION AND BIG DATA REDEFINE THE MARKETING YOU KNOW
1. Traditional 4P
2. Guidance for people choosing their marketing automation platform
3. Lead leaking
4. The role of education in the shopping process
5. Content marketing with marketing automation
Ideal content marketing supported by automation
The symptoms of the lack of balance between the production of content and automation
How to connect content marketing with marketing automation?
6. New approach towards e-mail marketing
The power of e-mail marketing - a lesson from Barack Obama
What did Jacob Payne know? - About communication fatigue
This does not concern me!
Stop associating e-mail marketing with newsletters, or wear your customer to death
Personalized e-mails
1-to-1 messages
7. Loyalty programs
New and existing customers
Become the director of the Loyalty Dept.
What is loyalty, and can customers be loyal?
Customer lifetime value: think about your customer in terms of the entire relation, not in
terms of separate transactions
RFM
The concept of loyalty
8. Mobile channel
Apps as a marketing tool
Mobile marketing automation
Part III PRACTICAL RECOMMENDATIONS
1. Creating a buyer persona
What is a persona?
The application of personas
Questions regarding building, a buyer persona for B2B
Questions regarding building a buyer persona for B2C
Where to acquire information from?
Important rules
2. Contact monitoring and management via CRM
Collecting user data
Scoring
3. Lead acquisition
Contact forms that actually work
Your customer Pinocchio: progressive profiling vs. incorrect data in forms
How long should the form be?
Lead acquisition through gated content or bonuses
4. E-mail marketing
Hygiene of your database
Regular database clean ups
Customer segmentation
Autoresponders and dynamie messages
Welcoming messages
Increasing basket value
E-mails inereasing the level of engagement
Birthday e-mails
Reactivation e-mails
E-mails to save abandoned shopping baskets in e-commerce
5. Lead nurturing
Before you prepare a "lead nurturing" program
Stages of lead nurturing
Multichannel campaigns
Themed campaigns addressed to existing customers
Lead recyding
Lead nurturing for employees
Benefits of lead nurturing and how to measure them
6. Website marketing
The increasing role of recommendation engines
7. Personalizing your WWW site
Examples: dynamic sets and widgets with recommended offer
8. Sales
Cold calling
Identifying shopping readiness
Alerts in marketing automation
The meaning of social media for sales
9. Retention
Actions addressed to loyal customers
Loyalty programs with the use of marketing automation
The use of mobile channels in loyalty programs
Marketing automation as a form of support for customer service
10. Social media
Pros and cons of social media in business
The whole Facebook is the same
Cround rule: no social media platform can serve as your primary communication tool
Setting goals: integration with marketing automation
Social media automation
Ad personalization on Facebook with the use of custom audiences and marketing
automation platform
Engage your employees
11. Mobile
Push notifications
Mobile CRM and notification personalization
Don‘t forget text messaging!
M-commerce
Online addressing - offline gap: the ROPO effect
12. Marketing analytics
KPI
Trends in analytical activities: the directions of development
A/B testing
13. Guidance for people choosing their marketing automation platform
Marketing automation myths
When marketing automation should be deployed?
How to choose a marketing automation platform?
How to use a marketing automation platform?
Marketing automation solutions for B2B
Marketing automation solutions for B2C and e-commerce
Summary
Bibliography
174 pages, Paperback
