NOVEMBER 20198Can you give us an overview of marketing automation? When I came to marketing automation world, few com-panies provided marketing automation software plat-form within their marketing organization. Businesses still looked at it as an e-mail marketing platform where CRM system was utilized at the most basic level. The way I think about market automation is in three buckets-content bucket, measurement bucket and organizational bucket. For content, I focus on a mix-ture 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 doing multi variants casting or us-ing messaging. The third one, orga-nization bucket, in my experience, is the most difficult one because peo-ple sometimes forget it entirely or they don't know how to manage it properly. That is where the mar-keting campaign comes into play; here the goal is to make compa-ny participate in the area they lack in. This campaign created through market automation lets businesses 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 de-partment. One of the key things from my perspective that can elevate the autocra-cy of marketing automation program is to provide the connective tissue between what is happening on social media and what is happening through the automation work.Is there any rule you follow while imple-menting automation marketing?Whenever we put out marketing communica-tion for a general aware-ness campaign, we fol-low two golden rules. 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 OPINIONScott Kellner, VP - Marketing
< Page 7 | Page 9 >