Why Social Media is the best thing that happened to Marketing Automation? What if social media does not play a role in your marketing automation platform? These platforms can be one of your most helpful technologies for your sales.
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- Marketo Inc. makes marketing auto. software for companies. In 2012, Marketo was ranked 78th on the Inc. 500, #7 among software companies, and #1 among marketing software companies. In 2013, the Inc. 500 rank declined to 367th, www.marketo.com
- Eloqua is a marketing auto. platform (MAP), now owned by Oracle. This software is used by marketers, primarily B2B marketers, to help automate the lead generation process, https://www.oracle.com/marketingcloud/products/marketing-automation/index.html
- Act-On is an integrated marketing auto. platform designed to align inbound and outbound marketing campaigns across the customer lifecycle, https://www.act-on.com
- Pardot, B2B marketing auto. by Salesforce, offers a solution that allows marketing and sales departments to create, deploy, and manage online marketing campaigns from one central platform, www.pardot.com
Those platforms allow marketers to score, nurture, and attribute leads, and brands that use platforms on average register a 68% increase in customer engagement and a 77% increase in conversions, according to an infographic by social media management platform Oktopost. Marketing automation platforms such as Marketo, Eloqua, Act-on, and Pardot were designed to make your life as a marketer easier. They allow you to automate, streamline, and measure marketing tasks and workflows to drive efficiency and grow revenue for your sales channels.
But your platform is only as good as the data you put into it, and the infographic suggests that sending data from your website, CRM and email campaigns are not enough. Social media data is often siloed, but 84% of CEOs and VPs use social media to make purchasing decisions, according to the infographic, so it’s a channel you don’t want to ignore when it comes to marketing automation platform data. The more data you have on leads, the better you can score, nurture, and attribute them. So how Oktopost’s social data can enhance your marketing capabilities? It can assist in lead scoring, lead nurturing and lead attribution. You can see in the infographic below some details on how content topics and campaign tags can help. To see more reasons to include social data in your marketing automation platform, check out the full infographic.
55% of B2B companies have adopted marketing automation as of 2016.
Users and companies have been changing their behavior/strategies towards mobile apps and social media, in prejudice of websites.
Social media is becoming increasingly important (some companies are not even bothering to build a website). Today, nearly 80% of business have a dedicated team, social media is now a standard operating procedure.
Sports stars, like Lionel Messi, Kobe Bryant and Cristiano Ronaldo, have left websites almost completely and are engaging with their fans via Instagram, Facebook and Twitter. The website they own is not devoted to the player itself or to sell products, but as a place to promote their social media profiles.
An interesting example is obsessee.com. obsessee.com has as its only function to connect to their various social media profiles. And there are other examples of brands that only exist solely on social media.
There are more than one million apps in major app stores, something like an app for any circumstance in our life. In the scientific literature, there are evidences that users prefer to use Mobile Applications instead of web browsing, and stores which have an app have more chances of selling their products than those who do not (Kang, Mun, & Johnson, 2015).
This evidence suggests a change in users’ behavior and companies’ strategy towards Websites, influenced by the increasing use of Social Media and Mobile Apps.
As an expert, what do you think about this?
Why do you think users are changing their behavior?
Can you imagine this a problem to the future of websites due to its (probable) decreasing use?
Microinfluencer are the most wanted currently, everyone wants to be part of the next big wave, the expensive influencer like product hired celebs and co are getting to expensive. Micro influencer have the kind of friend next door character, neatly like P2P marketing , agree ?
The defocus of websites against social profile is a phenomena we see all the times. However for companies this is a big mistake, they lose their valuable presence Of their brand. We pray always to our friends not to do the same mistake
I agree that it is important that the website should be on the brand/professional/companie because it is a place controled by the owner.
However, I am focusing on the user behavior.
Does it makes sense to lead users to where (it seems) they do not want to be or find websites not as usefull?
Imagine the following scenario:
On my Facebook news feed, I find an article about Denver Rock ‘n’ Roll Half Marathon and while reading the comments I feel compelled to participate. Through the Rock ‘n’ Roll Marathon Series Mobile Application I can make the online registration. Since I live in Lisbon, and never visited Denver, I decide to stay for some days after the event. On Airbnb app I rent a place for those dates. The Air Transportation app provides me with the ideal platform for flight booking and online check-in. At Denver, Uber’ or Spinster’ apps are perfect to move around the city. Again, on Facebook, it is possible to search for a group of runners in order to keep up with the necessary stamina for the event and maybe to get to know the Half Marathon route. While in Denver I can use Trip Advisor app or Foursquare Social Media platform to choose the best restaurants and use Google Maps or the Official Denver Visitor App to see main spots to visit…
This scenario illustrates the possibility of making everything by only using apps and social media platforms, without the need of visiting a Website. And I can imagine several other scenarios with the same output.
A paradigmatic example comes from China. WeChat app is becoming the dominant portal to the web. WeChat users can book doctor appointments, pay traffic fines, and call a cab all directly from the app. So in addition to not needing to visit a website, they do not even need to visit another app. (The ridesharing apps just integrate with WeChat, which acts as a hub.)
Strategically thinking, does it makes sense to lead users to our website when it seams that they are not in to it?
Well said but I am addressing people who do not use an app which limits in layout, content type or branding, that’s the wrong way. The app can be the starting point but still needs to bring my interested client to my identity and I know which once to pick up , makes sense ? I don’t look for guests from Chicago or Lisbon i need them where I am
I still believe the center of anyone’s brand is the website and no other place. I would assume that people would trust me on my website since it is authentic source. Spammers can pretend to be me, people would might not see and expose data which they should not do, correct ?