How Technology Helps Marketers Address These Five Marketing Trends

Today, almost all aspects of human living have been influenced by technology. And when it comes to the digital side of human endeavors, technology seems to be ruling it. In that context, marketing looks to be overwhelmingly inspired by the rapid growth of technology.

Moreover, marketing trends are never serene, as they change too briskly. You need to have a multitude of strategies lined up so that you can always turn to the next strategy as trends change. This is where the technology plays a substantial role.

Let us see how the top five marketing trends in online marketing automation are addressed easily using technology. We’ll use Marketo for the examples, but you can apply to any marketing automation tool.

Never Be Predictable

The audience of today has become demanding, and there are reasons for it. The rise in the standard of marketing has developed a trend of asking for newer, smarter and more creative stuff. Moreover, the abundance of marketing content has educated audiences into what is innovative and exciting. Therefore, any conventional, predictable content is quickly ignored and left without being given attention.

Fortunately, technology takes marketers one step ahead from being seen as predictable by their audience – courtesy of web personalization. Instead of making generalized conversations and putting up traditional marketing phrases, marketers use customized content such as personalized messages, emails and images to engage smarter with the audience.              

Marketo implementation brings even more benefits to a marketing campaign. It provides you with options which take personalization to a whole new level. Marketo introduces Artificial Intelligence (AI) to the game, and generates tailored content after assessing customers’ information gathered by their behavior and handling. That doesn’t only stimulate lead generation but secures a positive customer impression too.

Adapt to the Domination of Mobile Phone

The few inches of the mobile screen is the most viewed window in the world for sure, and thus the most powerful medium for marketers to reach out to the masses. Since the number of mobile phone users across the globe is constantly on the rise, it would be unwise to align the significance of mobile phones as a medium with other media.

The industry has already adopted the trend and started to cater to a customer’s journey by exclusively emphasizing the mobile device user experience. Marketing content these days is exquisitely designed for mobile devices to optimize a visitor’s web session. Marketo synchs the data with lead profiles, saved in different social platforms’ mobile applications, and releases ads, alerts or emails instantly. This gives marketers exposure to potential customers.

Data Drives the Campaign

Handling data today takes some serious effort from the marketers. Marketers have loads of diverse data that they need to maneuver time to time for the execution of their dynamic marketing strategies. But the concern is, how to handle and make the most out of it.

The good news is, data handling has never been as easy as Marketo has made it. Marketo implementation ensures the eradication of any hindrances in the way to managing data by providing smooth to and fro transportation. It offers an ease of moving data over and over again, and great convenience to use it in accordance to the custom standpoints of customers or potential customers.

Account Based Engagement – A Focused and Calculated Effort

Simplifying the spectrum, identifying the target, and then aiming at it is more logical than roaming the market in hopes to find a yielding interaction. That is what Account Based Engagement focuses on. Attempting to impress a broad range of companies or individuals with the same content is utilizing more effort for little outcome.

Engage with the most fruitful profiles in terms of revenue rather than wasting time and money with the infertile ones. You can channel customers more quickly and even assess the success through Marketo’s remarkable analytic features. Marketo organizes the particularized campaigns in order, and paves a great way to respond to customers promptly.

United We Win

The truth of working in departments and teams is that the departments and teams are for the organization, not for the customers. A customer has an impression of an organization as a whole; therefore, it is crucial for an organization to bridge gaps among its individuals, teams and departments. A combined drive with sound collaboration is highly important to produce meritorious results.

The sales engagement technology of Marketo lays a perfect collaborative platform for marketing and other individuals not only to execute their techniques jointly, but also to analyze their outcomes. Furthermore, Marketo’s Sales Insights enables the marketers to steer the leads effectively and generate higher revenue.

The trends in online marketing automation might change soon, but we can still rely on technology as it stays ahead of the trends moving at lightning speed. So as the race advances, so does the technology to come up with more futuristic solutions to cater the digital needs.

Website Content More Interactive

Are you looking for a digital marketing agency in NYC to help you make your website content more interactive?
Whether you are a food blogger, a travel agency or a digital marketing platform, we are all online and using the internet regularly. While we have all landed on a website that just speaks to us, we have also been to sites that are hard to use and visually unappealing. However, not many of us can pinpoint the very feature that makes a website work or not work.
However, we do know that visitors’ engagement is one significant feature that all good websites have in common and we also know that irrelevant content is one of the key reasons why website visitors don’t engage. Moreover, one of the most important strategies to improve engagement rates is to make sure your website content is interactive. It ensures that your website visitor isn’t only visually engaged, but they are physically engaged as well and are eager to navigate your website and find the content they want to consume.
In this blog, we will learn about seven effective strategies that will help make your website content more interactive.

1. Ask for feedback

Ask your audience for their feedback, whether it be through comments or ratings. It is a great way to interact with the visitor. Some websites may use pop-ups to ask for the visitor’s feedback, but often people find them annoying and disrupting and it goes against the seamless experience you want to provide your audience. A much better option would be to ask for feedback or ratings at the end of a specific content piece, as it is less intrusive and also give the person a chance to finish reading.

2. Incentivize with rewards

This concept is known as gamification, where you use points, rewards or levels in a non-gaming context. You can use this for your blogs and articles and encourage your audience to interact by giving them incentives. This can work in various ways. You can give users coupons or another reward when they collect certain points or reach a certain level. You can also publish your top or best commenters and keep them motivated to continue interacting.

3. Incorporate quizzes and polls

Use can use personality quizzes to make your website content more interactive. These quizzes have been very popular via BuzzFeed and many other websites. You can use WordPress plugins or the Lead Engagement Platform by NX3 to provide engaging and relevant quizzes on your website.

4. Encourage readers’ feedback

Encouraging comments is not always enough. You may have to come up with a creative call to action to bring in more comments. Comments don’t just give you feedback on your content, but it also says a lot about your content quality. In addition, people often linger longer on blogs that are full of readers’ comments.

5. Post user-generated content

Using user-generated content shows the users that their engagement and input is valued. This appreciation of their feedback works as an incentive for them to engage even more. You can write new articles that address your high-rated comments from existing blogs or you can directly quote users’ comments.

6. Include social media buttons

Remember, there should be an option to share on social channels with every valuable piece of content. You can strategically place your social media buttons to encourage sharing, like placing the buttons on the top or bottom of the post where they are easily visible.

7. Don’t forget about internal links

Once you get your users to one of your blog posts, you need to show them the easiest way to find more of your relevant content that they may like. You can provide relevant links within every blog post to other existing content to allow easy access. The best place to use internal links is by the end of each blog post or within the article where relevant.

Small things can end up making a big impact, so make sure you engage a digital marketing agency in NYC or anywhere else in the world to look after your website and online presence using best of their skills and technology.

Digital Marketing Agency

Are you looking for a digital marketing agency based in NYC or elsewhere?

Today, the majority of businesses that are doing well in their respective niches will agree that a robust digital marketing strategy can work wonders for reaching target markets and achieving business goals. From large corporations to small and mid-sized companies, all are working with a digital marketing agency to drive more opportunities from best practices, increased engagement and a competitive edge.

With increasing dependency on technology in all domains of life, regardless of your industry, geography and business size, going digital is necessary for optimum growth and business innovation.

Here are ten reasons for why your business needs the services of a digital marketing agency based in New York or in your locality.

 

Digital marketing is less expensive

Traditional marketing methods like print and television are more costly and it is difficult to track their return on investment. On the other hand, digital marketing campaigns use targeted research and analytics to quickly find the best approach that works best for you and is worth your resources. That’s why most of the digital marketing platforms are less expensive and help avoid overspending on underachieving campaigns.

 

Small businesses can increase their competitiveness

Digital marketing reduces the gap between a large, medium and small company by providing all entities basically the same resources. Even though tough, larger companies have larger budgets to utilize paid methods and better software, a good digital marketing agency can help small and medium size businesses be effective and create opportunities to engage, build audiences, improve brand image and become more competitive.

 

Facilitate easier A/B testing

Digital marketing platforms allow businesses to experiment with different elements of their marketing campaigns. With A/B testing you can experiment with the color of a promotional banner, the location of email sign-up, and more.

You can also easily track the results of these simple changes and use the insights to target your market more effectively and improve the performance of campaigns.

 

Mobile marketing increases engagement

Mobile marketing paves the way to a whole new range of opportunities for increased customer engagement, from reaching new market segments to creating a more personalized user experience.

According to Global Web Index, over 80% of internet owners use a smartphone. 90% of their time spent on smartphone is utilized on apps. Hence, mobile marketing can bring many opportunities you don’t want to miss by reaching your audience in their most natural environment.

 

Close bigger B2B accounts with account-based marketing

Many digital marketing agencies in NYC and around the world offer account-based marketing services which help effectively communicate personalized messages to individual accounts from your entire market. Account-based marketing is one of the most targeted strategies on digital channels that enables more efficiency of resources and is more substantial for B2B businesses.

 

Social media builds brands

Real-time comments, feedback, ratings, and referrals from real people instantly create a sense of trust among the target audience. Social media marketing helps your business interact with your existing and potential customers in their native environment, making your presence more real, felt and powerful.

 

SEO puts your brand where your target audience can find it.

We all use Google, and so does your target market. Search engine optimization helps your website and digital presence be more visible and rank high. SEO is very important for the success of your well-integrated digital marketing strategy.

 

Grow bigger with marketing automation

Many routine and repetitive marketing tasks can be automated to save time and increase efficiency, via a robust marketing automation platform. This gives marketers more space to focus on the creative, strategic and analytical processes.

 

Email marketing still works the best

The majority of people prefer to receive information from brands via email, which is a good enough reason to have a strong email marketing strategy. Using email marketing platforms like Marketo allows you to put personalized content in front of your target audience at the right time by using automated trigger emails, which would activate based on a specific customer activity.

 

Monitor performance and analytics

Unlike traditional marketing channels, digital marketing platforms, from marketing automation platforms to social media channels, have built-in analytics dashboards that provide data automatically. The easily available reports and graphics really help map out the best customer journey, measure business performance at every step and make more informed decisions.

Customized SEO

Confused whether your business needs customized SEO or content marketing services?

You are not alone in this confusion. When it comes to SEO and content marketing, people have many conflicting ideas and questions. Can they fit together? Do they nullify the need for each other?

They work side-by-side. They do fit together.

In this blog, we will learn exactly how SEO is actually all about content marketing or vice versa.

 

The problem: Content marketing and SEO are not connected.

The core of the problem is that people think of content marketing and their customized SEO services to be two very different things.

But, the reality is that they overlap, go together and are integrated. The only way to make content marketing success is to integrate customized SEO with it.

 

The truth: Content marketing and SEO overlap, a lot.

You can better understand the misconception and the actual integration of SEO and content marketing with these diagrams.

 

2

This is the incorrect view of content marketing and SEO.

 

1

This is the correct view. They overlap.

 

The difference between SEO and content marketing.

In many critical areas, SEO and content marketing are different from each other but the two are not entirely separate from each other.

Where SEO is narrower and more technically strong, the content marketing is broader and more holistic. The right way to implement SEO in a broader way is to integrate its special technical effects into content marketing. Similarly, the only way to sustain the success of content marketing is to implement SEO techniques.

 

How customized SEO and content marketing integrate:

  • SEO states the requirement. Content marketing meets it.

There is no SEO without content. SEO needs words, substance, articles, and keywords. No matter how cliché it must sound, content is king, and no one can argue with that anymore. It is the ground where SEO stands. Content marketing is about content. The very core element of content marketing, the content, is the practical implementation of SEO. So when SEO demands content, content marketing takes care of it.

 

  • SEO needs keywords. Content marketing is how to use the keywords.

Keywords are a fundamental component of SEO – researching them, using them and monitoring and tracking the business ranking in the SERPs. But, the question is: what is the practical implementation of keywords in your customized SEO?

It’s through content marketing. The only way you can utilize the keywords is by incorporating them throughout your content strategically. Content marketing means coming up with top-notch content written for your audience and using your targeted keywords.

Obviously, if you senselessly stuff keywords into your content and are over optimizing, it won’t go unnoticed by search engines and may result in a penalty. However, when SEO and content marketing work nicely in harmony, there won’t be any problem.

 

  • SEO demands backlinks. Content marketing produces backlinks.

Backlinks are another component of SEO, which can happen through content marketing. You can contract link building agencies, but the best way to produce backlinks is to publish quality content and let your audience link back to it for long-term SEO success.

If you want backlinks for your SEO campaign, content marketing is an essential element.

 

  • SEO requires onsite technical optimization. Content marketing demands great UX.

SEO is not just about blogs, keywords, and backlinks, but it is also about technical stuff like enhancing metadata, optimizing with proper tags and robots.txt, and building a strategic sitemap.

This technical optimization is necessary from the perceptive of a good user experience (UX). This helps the user in searching, finding and reading your content. Such technical SEO components serve the users and also promote your content.

It also helps search engines crawl your website, get your content indexed, showcase your content in accurate search results and get more readers for your content.

 

  • SEO requires consistent output. Content marketing demands consistency.

Google has always liked fresh content. SEO also values, rapidly indexes and ranks higher in the SERPs fresh content over older content.

Therefore, good SEO means consistent content output. Consistency in the content output means doing content marketing right. Content marketing is an on-going process and you can’t stop in between.

SEO and content marketing overlap again.

 

Conclusion

We could continue to discuss how SEO is actually all about content marketing and vice versa, but hopefully, the above examples make a strong case for the statement.

We can say that you are not an SEO expert unless you are also a content marketer and you are not a content marketer unless you are an SEO expert. This is why your SEO or content marketing campaign will fail unless it is integrated with content marketing and SEO, respectively.

 

For more on how customized SEO can help your business, click here.

 

digital marketing agency

Are you looking for ways to make your content strategy more effective?

Do you think the right digital marketing solutions can help make your content strategy more effective?

As brands, you put in a great amount of time, effort and often money to produce content and run campaigns that speak to your audience and help convince your customers to take the next step in the customer journey. However, there can be flaws that make your content and campaigns fail to bring the expected results and affect your audience in the way you wanted.

In this article, we will look at four reasons why your content isn’t working and how digital marketing solutions can help improve these shortcomings.

 

Your content is not relevant.

All of your customers and prospects are different in many aspects. They are at different stages of the customer journey and interacting with your brand, they have different wants and needs, and they will be appeased and put off by different things. Hence, it is impossible to come up with one effective message that is relevant for your entire audience.

Your digital marketer would come up with a more personalized content strategy using your customer and lead details and behavior, form filled data and calculated data. With the use of the latest technology, your digital marketing agency can help you address individual customers and the audience with the most relevant and effective message across all channels.

 

Your content is not timely.

Time is one thing people today are short of. No matter what people are looking for, they need content to get answers to their questions and they can look for content whenever it suits them. It can be rather frustrating having to wait for days to get a call back or to receive the right email.

Your digital marketing agency can help you use inbound channels for better results, by personalizing the experience of your audience. You can use web personalization for your visitors, provide helpful FAQs or contact information or use push notifications through your app, and make the experience engaging. It can also help you catch up on the latest technologies so that your visitors don’t have to wait and you can address their queries in the most effective manner.

 

Your content is not right for the channel.

Thanks to mobile phones, the basic channels of communication include emails, instant messages, text messages, phone calls and apps. However, the right use of each channel varies in context to the demographics of every customer or prospect. For example, you may prefer an email from your bank and a Facebook Messenger conversation with a local business you want to order from.

Even though everyone uses different communication channels differently, experienced digital marketers can help you find a balance to suit the needs and preferences of your specific audience. Moreover, you can also simply ask people how they want to be connected, either as part of your email sign-up process or sometime later, and adapt accordingly.

 

Your content is not consistent.

For an effective customer experience, it is important that the content your customers see on your website and are given when calling for support is as personalized as the content that ends up in their inboxes. Today, customers expect you to consider their information or history with the brand when communicating from any channel. Otherwise, starting every communication from square one can be rather frustrating. Hence, having related content is not enough anymore; it also needs to be consistent with every campaign and every channel.

Manual work is not enough anymore. Your digital marketing agency can help you use the right software, such as Marketo, for more effective results. They would also help you make best of your collected information, like who your audience is, what interests them, what their demands and needs are and their preferred channel of communication. Using such software, along with expert help, you can run campaigns with relevant, timely and consistent content across all channels.

Salesforce

Salesforce CRM offers a complete range of features and functionality needed in today’s hypercompetitive business conditions at a scalable cost to fit any business type.

Business practices have really made a big turn from locally limited, face-to-face interactions to a giant global business market, where internet connection is the only real limitation. What hasn’t changed is the importance of the customers. Whether you sell shoes or houses, there is no way to get ahead unless you persuade someone to make a purchase.

No matter what point of view you may hold, there is no denying that the lifeblood of all businesses is their customers and they are the ones who really determine future success, which means that there is a necessary place for CRM in businesses today.

CRM is now often characterized by some particular tools, usually in the form of a web application or software, which allow businesses to give their customers and other associates individual attention. This may include buyers, suppliers or anyone else the business associates with in any way.

Here are some statistics to better understand the value and practice of a CRM in the actual marketplace.

  • According to Forbes, CRM is a $36 billion industry.
  • A study by Baseline says that CRM ROI equates to $5 for every $1 spent.
  • According to Innopple Technologies, 65% of sales quota increases when a business adopts CRM.
  • According to a study by Global Customer Service, 67% of customers will spend more money if the experience is positive.

With a changing business environment and customer expectations, CRM solutions have gotten more comprehensive and severely automated to cater to all aspects of the customer cycle. By adopting CRM solutions, like implementing Salesforce CRM, and improving customer experiences, businesses are experiencing extremely positive results. However, in years to come, CRM will continue to act as a universally beneficial solution to all possible issues of customer relationships and will remain an essential factor in the success of businesses.

 

Why choose Salesforce CRM solutions?

Salesforce CRM solutions consist of a comprehensive variety of CRM classifications and systems to cater to the different needs of different businesses, including Sales Cloud, Service Cloud, Marketing Cloud, Data Cloud, Analytics Cloud, App Cloud and Community Cloud.

Synchronize your communication, analyze and adopt detailed insights to make your campaigns more effective, efficiently recognize and segment your audience, multiply your lead conversions, follow-up with clients to build-up stronger relations and build a lead-nurturing chain, which help expand your business horizons.

Salesforce CRM solutions is the perfect fit for a first timer, as they offer a 30 day trial for free for businesses to try this CRM system and discover for themselves how much of a change it can bring for their overall business.

However, there are also digital enablement and marketing agencies that offer you Salesforce CRM solutions among other technological services, like NX3’s CRM services based in NY. With a tech-savvy and experienced team, who understand Salesforce from the inside and out, NX3 can really drive home the maximum benefit and change your CRM game for good.

App advertising

You may be using your calculator on your Galaxy 8 or iPhone and notice an ad at the top, as if you are on a website being served a sky scrapper or leaderboard ad. You get a buzz on your device indicating you have a notification on your Facebook Messenger app. It is an in-app advertisement delivered as message in Facebook Messenger.

Email has been the leading channel for one-on-one interaction between an advertiser and consumer for a long time, providing a personalized approach and user experience. Now, however, in-app ads often offer users a better experience.

While consumers generally don’t like advertising, some ads are more tolerable (and even likable) than others. Advertisers tend to have a greater ability to create better ad experiences with in-app ads.

Publishers of mobile apps, as well as mobile app networks, have designed ad formats that are ideally suited to mobile apps. Many are designed to integrate seamlessly into the UX of the mobile app.

Jupiter Research reports that in-app mobile ad spend will reach $16.9 billion by 2018, compared to $3.5 billion in 2013. While app downloads will increase exponentially by then, the majority of in-app advertising expenditure will be allocated to social mobile giants like Facebook and Twitter, according to the company.

As the app ecosystem has seen growth, though, the role of in-app advertising has changed. For a long time, app developers favored a “pay once and play” model, where users weren’t prompted with in-app advertising purchase options. Increasingly, as more free-to-download apps enter the market, the brand side needs new revenue generation models. That’s become more about in-app advertising and in-app goods and services.

This makes sense Score research has shown mobile users spend 66% of time in an app, which far exceeds the amount of time spent in mobile browsers.

video marketing

Now that 2018 is in full effect, it’s time to take your marketing strategy to new heights! As many marketers have noticed, 2017 was the year of video marketing. According to Recode, video will still be king in 2018, with a predicted spending growth of 49% on mobile video advertising alone. If you want to set your brand apart from the competition this year, it is important to focus on a compelling video marketing strategy that entices your customers and keeps them engaged and eager to buy. While you’re planning your marketing strategy, be sure to consider the following video marketing trends.

Personalization is a real payoff!  Generally speaking, companies utilize videos that speak to an entire audience in a “one-size-fits-all” strategy, such as how-to videos, product demonstrations, etc. Generic videos do provide clear benefits; however, they are missing the mark when it comes to persona-based video strategy. Go the extra step, and make your audience feel warm and fuzzy. Personalization can enhance your video marketing strategy by increasing engagement, connecting to your audience, and finally, driving sales.

Explainer “How To” videos will continue to go viral. An explainer video is a short, punchy video that demonstrations how to make or do something. It can give a fast run down of a problem or issue, sometimes with an easy solution. One of the most well-known and successful examples, starting in 2017, is BuzzFeed’s “Tasty” series. BuzzFeed partnered with culinary brands to produce a series of short videos featuring a recipe being made at super speed. These short and enticing videos became very popular on the social scene, making an immediate impression and promoting shares and likes. In 2018, expect the concept of explainer videos to branch into new territory, with how-to tips for makeup and fashion, mechanics, home improvements, and more. The possibilities for branding are endless.

Social “stories” will continue to be watched. As many of you are aware, SnapChat introduced the concept of stories in 2013, and it became an instant hit. Stories instantly captivate users, and copy-cat story features were soon offered by competing social media platforms like Facebook, Instagram, and even WhatsApp. Stories allow users to create temporary videos that can be viewed by friends or followers for up to 24 hours, after which the story automatically disappears. However, along with the rush of story creation came oversaturation; with marketers suddenly producing their own stories and fighting for attention. In 2018, you’ll need to keep this avenue of marketing within your strategy but eye catching messaging is necessary if you expect your audience to stick around. This year, expect brands to spend more on brighter, louder, and more attention-grabbing stories on social platforms.

Live streaming will replace produced videos. Research has found that live streaming encourages more engagement from the audience. Experts find that the thrill of interacting in real-time with friends, celebrities and brands is what drives the live video engagement rates that marketers see when they host live sessions or events. In 2018, expect social media platforms to continue to improve their channels to offer higher quality video streaming, as well as more interactive features to appeal to advertisers. With that said, also expect smart brands to spend more of their marketing dollars on live videos, even if it means shifting resources away from pre-recorded video.

What can you take away from all this? 2018 will continue the trend to focus on online engagement. Focus on engaging your audience through video, increase your likes, shares, and comments, and your chances of driving traffic to your website and making a sale will skyrocket.

online-marketing-automation

Pull off multichannel communication and benefit from an improved understanding of your customers by adopting unconventional best practices for efficient online marketing automation.

What does an online marketing automation platform do?

To rise above the hypercompetitive business environment and marketplaces, companies need to come up with innovative business strategies that make them stand out from their competition and attract new customers at a faster rate.

This puts your marketing team in a rather tight spot, as it’s their responsibility to generate as many high-quality business leads as possible for the sales team. What can help the marketing people to find success? Coordinated workflows. Marketing has become a more complex and broad area, and PR or brand awareness doesn’t even begin to cover it all.

To cope with such high expectations, marketers have adopted the practice of measuring the performance of their campaigns with respect to strict KPIs. They are also adopting more multitasking practices, as they have to fill multiple shoes like lead generation and lead nurturing. Keeping all this in mind, the best solution for any marketer today is an online marketing automation program.

When using marketing automation platforms like Marketo, marketers can make the best use of all available communication mediums to get in touch with their potential customers, keep potential customers engaged until they are ready to make a purchase and analyze the results and progress of all marketing campaigns. A technological tool, marketing automation platforms are developed to automate marketing operations, which can be rather time-consuming tasks when done manually. Hence, hiring a service provider that is a certified Marketo partner and can offer Marketo implementation support can be the best thing for a business. Here are some areas where a powerful marketing automation platform can really take the productivity up a notch:

  • Marketing campaign automation
  • Email marketing tools
  • Lead generation and distribution
  • Event management
  • Customer database segmentation
  • Integration capabilities
  • Collaboration tools
  • Knowledge/data management

Why should you use an online marketing automation platform?

An online marketing automation platform is a way for improving and optimizing marketing efforts by understanding and productively using your data. With Marketo, you can have a 360-degree view of how your campaign is progressing and performing. Don’t forget, you can send mass, segmented emails to your target market, increase the efficiency of marketing campaigns, minimize human errors, find new leads and nurture them to transform them into business opportunities by following step by step, out-of-box practices.
Marketo implementation enables businesses from all industries to streamline, automate and measure marketing activities including lead generation and lead management. Marketers can benefit from evaluating specific workflow values and results, which are stored and later executed by the marketing automation platform.

Let’s get a closer look at some of the most effective features that an online marketing automation platform has to offer.

  • Website behavior tracking

This allows businesses to get a better understanding of who their potential customers are and who is just passing through their online properties.

  • Lead management

This allows businesses to track their website visitors’ behavior and identify the channels and sources of lead generation. One can also build lead profiles and track the efficiency of lead generation sources, which will allow them to use the best performing sources and improve underperforming ones.

  • Personalized email marketing

Customer satisfaction is one of the key indications of your success. Marketing automation programs allow you to target market groups appropriately and address leads personally, which allows you to personalize your communication and build a community of loyal customers.

  • Automated lead nurturing campaigns

Lead nurturing focuses on educating your sales qualified leads (SQLs) who are not yet ready to make a purchase. Marketing automation programs enable you to better understand your target audiences’ needs and preferences, based on who they are and where they are in the buying cycle. You can nurture your leads and keep them engaged by providing the most relevant and engaging content to go with their specific situation.