Is Marketing Automation A New Marketing ElDorado?

$-smallJudging by the numbers delivered in this Salesforce Slideshare presentation, I would tend to say “yes”. Judging by the response I’m getting from my clients, I’d say “definitely yes”. There is this realisation by companies that nurturing visitors, leads and clients can lead to something.

Marketing Automation adoption on the rise

As a matter of fact, I would call that plain marketing, not marketing automation. It seems that marketing has strayed too much in the past 20 years and that we are discovering, at last, that delivering the right message at the right time to the right people is more effective than drowning them in useless information they don’t want to read.

This, in actual fact, is what we witnessed on this side of the channel when we looked at the results we were getting from marketing automation: while email opening rates fell sharply to less than 6%, we were able to make them take off back to previous levels (at 18%, i.e. 6 times more) with the proper use of profiling and behavioural targeting.

Who needed proof of that? Now, I can believe that marketing automation adoption will be on the rise in the next 3 years.

free whitepaper: beyond big data, a business perspective

a bird's eye view of number crunching by Lee Schlenker and the chair of emerging technologies (photo Yann Gourvennec htt://bit.ly/picasayann)

By Professor Lee Schlenker

The emerging technologies and methodologies outlined in this paper can increase our abilities to use data to put our business into perspective. The figures are a good place to start in understanding what they reveal about our work and our work place. Frames, which shape implicit convictions about what work is all about, condition how we capture and interpret the data at our disposal. The business horizon separates the realities we see in the market today from the trends that may well define what opportunities the future holds. The case testimony using Big Data, the Cognitive Sciences, Crowdsourcing, and Social Network Analysis suggest that we can gain considerable insight in understanding how decision makers interpret the data. If work is not about doing things but getting things done, how are you using the data to incite managerial action? We know how to work cheaper and faster, but do we know that we are working on things that matter?

Download the free whitepaper entitled Looking beyond the horizon

 
@ 2011 EMLYON Business School/LHST sarl

The Chair of Emerging Economies and Technologies, established at the EMLYON Business School, coordinates applied research and pedagogy on the potential synergies between emerging forms of organization and disruptive technologies. Under the responsibility of Prof. Lee SCHLENKER, current research of this multi-sponsored Chair includes different applications of Cloud Computing, Management 2.0, Mobile computing, and the evolution of IT partner channels. EMLYON is ranked by the Financial Times as one of the top 10 European Business Schools. Devoted to lifelong learning for entrepreneurial and international management, its distinctive quality is founded on teaching innovation and an entrepreneurial approach to management education. The school offers a full range of graduate programmes in stimulating the social responsibility and the entrepreneurial approach to management of its participants.