If your company has a small, in-house marketing team, don’t let resource constraints prohibit you from getting the most out of your marketing efforts. Marketing automation is great for growing your contact base and managing email campaigns. Comprehensive reporting and analytics help you improve the effectiveness of all your marketing campaigns, meaning more opens, clicks, shares, etc. Some platforms have flexible and affordable pricing models to help companies with restrictive budgets grow at their own pace. Also, if the platform is too much to handle in house, don’t worry – there are many marketing agencies that specialize in automation that can help you maximize your return. Make sure you choose a platform that agencies embrace, so you can get assistance beyond the vendor’s own onboarding program and have an ongoing resource to guide you through campaigns.
Being a leading data-driven agency, we are passionate about the use of data for designing the ideal marketing mix for each client and then of course optimization towards specific ROI metrics. Online marketing with its promise of total measurement and complete transparency has grown at a fast clip over the years. With the numerous advertising channels available online and offline it makes attributing success to the correct campaigns very difficult. Data science is the core of every campaign we build and every goal we collectively set with clients.
A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.
When writing this guide, we reached out to the marketer community to collect case studies and learnings about creative marketing strategies. Most of these examples are included throughout the guide, but some didn’t quite fit. So we included those loose ends here, from the perspective of four awesome marketers. What better way to wrap up this guide than with you, our community?
Now, if you’re the type of person that’s acutely interested in placing ads, and you’re well aware of how the ad networks operate, you could opt to market your business online through pay-per-click (PPC) advertising. Every time your ad is clicked on, you get charged a fee, also known as your bid. Bids can range anywhere from a few cents upwards to $5, $10 or even $50 dollars and higher for some of the more competitive keyword searches.
Functional Fitment: Standalone MA software cannot be effective without a comprehensive marketing strategy in place. It is important to document the marketing processes that are expected to be automated by using the application and then choose the solution accordingly. Also, it is essential to measure the improvement in marketing key performance indicators (KPIs) post-implementation. Hence a solution that provides inbuilt reports and customer analytics is preferable.

Your business is likely familiar with transactional email and marketing email as critical tools used to provide operational updates (such as a receipt) or promotional messages (like a newsletter or coupon). In this “how-to” guide, we introduce and explain how to send a third category of email that can add tremendous value and complement your existing email campaigns: automated email.
If you're an ecommerce business, you'll likely benefit from an abandoned shopping cart workflow. The concept here is simple: When someone adds an item to their online shopping cart but leaves your site without completing the purchase, you can trigger an email workflow that reminds them of their forgotten purchase and motivates them to complete the transaction by offering a special discount code or some other incentive to buy.
What does cost you, however, is the time in executing any of these tactics. We all know that SEO is hard. But when it comes to online marketing, that sweat equity pays off over time. When traffic is coming unencumbered to your website in the form of thousands of free and highly-targeted visitors per day, you ultimately realize that all those long hours you put in were worth something.
IBM Watson Campaign Automation, formerly IBM Marketing Cloud, is a sophisticated and highly scalable SaaS-based cross channel digital marketing platform providing digital marketers the ability to implement and manage email, mobile, social and lead management campaign processes. It powers the delivery of exceptional experiences for customers across the entire buyer journey by leveraging customer data, providing analytical insights and automating cross-channel interactions. Digital marketers have the ability to understand and leverage real-time customer behaviors from a variety of sources to inform and promote personalized interactions. Through the solution marketers can create a single customer identity, understand channel preferences and deliver a consistent customer experience across channels. Pricing models vary based on the size and complexity of the deployment, and scales based on the number of customer records and/or volume of messages. A range of packaged editions are available to facilitate the matching of product capabilities to organizational requirements.
Pay-per-click advertising, which is a form of SEM, is the art of paying for each click when it comes to advertising on a variety of platforms. From social media platforms like Facebook and Instagram, to search engines like Google and Bing, PPC has become the norm. The other form of advertising, which isn’t as widely accepted, is cost-per-thousand impressions (CPM).
Our SEO professionals are all well-respected thought leaders in the space and have decades of combined experience and include the following credentials: Search Engine Workshop Certification, Google Analytics and Yahoo Certifications, PMP Certification, UNIX Certification, Computer Engineering degrees and MBA’s. Our SEO team members are acclaimed SEO speakers and bloggers. IMI’s SEO team members have been keynote presenters at Pubcon, SMX, SEMCon, Etail, and many more influential conferences.

From there, marketing automation does all the work: streamling segmentation and targeting processes to determine the right audiences, quickly and at scale. Tailoring messaging to each customer automatically based on their profile. Creating relevant and personalized messaging across email, mobile, social, web experiences, and beyond with a few simple clicks. Delivering personalized experiences for your customers, whether you have 100 or 100 million, efficiently and effectively.
Brand building – As a highly personal communication channel, automated email serves as an extension of your brand. It gives you the opportunity to strengthen the connection between you and your customers by communicating thought leadership, assisting with cross-sells, or by sharing timely updates about features they haven’t used yet. Simply put, email automation drives user engagement. Customers are much more likely to open, read, and take action with an automated email.
As every small business owner knows, wearing a lot of hats is how you keep your company in the black. The problem, of course, is that any business owner only has 24 hours in a day. Cramming business development, customer service, marketing, production, financials, and everything else on one to-do list is a recipe for disaster (and a complete lack of sleep).
Incentives can help you zight these external forces. Let’s go back to that example where you were shopping online but left your credit card in the kitchen. If you had a one-night-only 30% off coupon, would you have been more inclined to get up and walk to the other side of the house? If your shopping cart purchase was $20? Probably not. But if you were planning to spend $100 or more, the answer is likely to be a clear ‘you bet.’
In a number of recent articles, where I've interviewed some of social media's rising stars such as Jason Stone from Millionaire Mentor, Sean Perelstein, who built StingHD into a global brand and Nathan Chan from Foundr Magazine, amongst several others, it's quite clear that multi-million-dollar businesses can be built on the backs of wildly-popular social media channels and platforms.
When running PPC ads, it's important that you keep careful track of the specific ads and keywords that you're targeting. You can do this by using the Google Analytics UTM builder to create campaign URLs that you can use to track the campaign source, the medium and any keywords or terms that you might be targeting. This way, you can determine the effectiveness of any campaign that you run and figure out the precise conversion rate.

Oracle Bronto is the premier cloud-based marketing platform for commerce. With an advanced marketing automation engine and solutions for browser and shopping cart abandonment, recommendations, post-purchase campaigns and powerful ecommerce integrations, the Bronto Marketing Platform helps marketers maximize engagement and drive revenue by automating targeted, personalized email and cross-channel marketing campaigns at scale. Bronto offers a full suite of enterprise features and an extensive array of partner integrations to help commerce marketers accomplish more, while saving time and resources. Over 1400 brands worldwide rely on Bronto, including a client roster of high-growth brands, including Rebecca Minkoff, Lucky Brand, Theory, Timex, Ashley Homestore and Christopher & Banks. For more information, visit bronto.com.


If you keep track of customer success metrics, you have a prime workflow opportunity on your hands. For example, if you're trying to build up your arsenal of customer case studies, you could automatically trigger an email that asks customers if they'd be interesting in being featured as a success story once certain customer success metrics were met.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.[27]
Drip emails are great for reaching both potential users and existing customers, but sometimes you need a bit more to nudge one-time visitors towards becoming real customers. Perhaps you’d like to track more info about each contact, and market directly to each person’s interests and needs. That’s when a marketing automation tool can save you a ton of headaches.
Phishing Warning! Information Technology will never ask you for your username and password via email. Phishing e-mails attempt to deceive the recipient into giving up private information in a response to a message or by leading the recipient to a fraudulent web site. See our Phishing page for more information. Check out our security guidelines to stay safe online.
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