DECEMBER 20198Can you give us an overview of marketing automation? When I came to marketing automa-tion world, few companies provid-ed marketing automation software platform within their marketing or-ganization. Businesses still looked at it as an e-mail marketing plat-form where CRM system was uti-lized at the most basic level. The way I think about market automa-tion is in three buckets-content bucket, measurement bucket and organizational bucket. For content, I focus on a mixture of content; I focus on how content marketing automation ties onto other market communication or in social media. The second, measurement bucket is how often and intensely are we do-ing multi variants casting or using messaging. The third one, organiza-tion bucket, in my experience, is the most difficult one because people sometimes forget it entirely or they don't know how to manage it prop-erly. That is where the marketing campaign comes into play; here the goal is to make company par-ticipate in the area they lack in. This campaign created through market automation lets busi-nesses socialize properly with the organization. So, one of the things that I found is that it's essential to get and buy organizational level partners that are affected or getting benefits from content marketing. Market automation is broader than just content marketing; today the discussion is on how the nature of the marketing automation effects the IT department. One of the key things from my perspective that can elevate the autocracy of market-ing automation program is to pro-vide the connective tissue between what is happening on social media and what is happening through the automation work.Is there any rule you fol-low while implementing automation marketing?Whenever we put out market-ing communication for a general awareness campaign, we follow two golden rules. · 80 percent of the content should be audience serving and not self-serving. That means we share studies, research, trends, informa-tion, forecast that are not specifi-cally about the industry. And the 20 percent is self-serving in case stud-ies where we don't burn people out by cost we put on selling them but helping them. So when you put out sale type message, they are more likely to get destructed. · The second rule includes three different content buckets. First, is the content bucket where we try to understand the challenges that the audience face and create mar-keting automation campaign that will deviate that. The second one is academic content, such as survey, research, white paper, where the audience can take the content Possessing robust expertise in branding and marketing automation, Scott has conducted a successful turnaround and helped companies to portray their brand presenceCREATING UNDYING CONSUMER EXPERIENCEBy Scott Kellner, VP - Marketing, George P. Johnson Experience MarketingIN MY OPINION
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