The Evolution of Marketing Automation for 2013

Not long ago Eloqua announced that it has signed definitive agreement to be acquired by Oracle and they claim: "While this is a big win for Eloqua’s shareholders and employees, we also believe that it is a big win for one of our other most important constituents: our customers."

But what could we, the customers, expect from the Oracle-Eloqua combination? Oracle-Eloqua combination wants to create a Costumer Experience Cloud offering to organizations to transform the way they market, support sell and serve their customers.

Today the customers experience has changed and revolves more and more around technology and that, of course, means that the customer generates data. Valuable data that must be gathered and analyzed !

Marketers have always been experts for customers’ experience but now they can prove it. It is not a secret that year 2013 is considering as "The year of the Marketer" ... Marketing is becoming more automated.

Η εξέλιξη του Marketing Automation για το 2013

Marketing Automation is a niche solution for nowadays. But what is really the Marketing Automation? How can we combine Automation with marketing?

Marketing Automation is taken its name from software platforms who designed for marketing departments and organizations to automate tasks. Marketing Automation can be divided in three software categories:

  • Marketing Intelligence: uses tracking codes in social media, email and webpages to track the behavior of a product or a service given. It can, for example, record which social media group they follow, which link was clicked on in an email or which search term was used to access a website. This allows more accurately targeted response and the development of a suitable program targeted towards their interest. Due to this interaction, has been described as Marketing Automation.
  • Marketing Automation: focuses on moving leads from the top of the marketing through to becoming sales. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles. Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.
  • Advanced Workflow Automation: automation of internal marketing processes (budgeting, and planning, marketing calendar etc). Typically these systems require a CRM administrator to set up a complex serious or rules and process. This type of system increases marketers’ ability to deliver relevant content to relevant individuals at relevant times. Limitation may apply based on the human resource capacity of an organization.

Marketing Automation Tools (MAT) are designed to effectively aid marketers in better understanding costumers and helping them developing a strategic marketing plan. So as eloqua says: "Marketing Automation is the art and science of automatically managing the targeting, timing, and content of your outbound marketing messages in response to prospects inbound actions and online behaviors."

Tags: marketing automation