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Marketing Automation – Sounds Too Easy
Inbound Marketing, Revenue Growth, Technology & WebsitesIs “Marketing Automation” an Oxymoron?
I like the term “Marketing Automation” – sounds great…. This is going to automate my world of Internet visibility, demand management, lead generation – fantastic. I will simply plug in a trusty CRM tool like Eloqua or Marketo, hook it into my salesforce.com application… and – like magic – next week, the leads will start to poor in. Right?
I don’t think so….
Marketing Automation is incredible technology. I love it! However, I see it as only a small part of the overall solution. There are two broad elements of the category according to Wikipedia – demand generation and marketing workflow automation. I think the workflow automation part is pretty nice to have… taking care of repetitive tasks with software tools… But it takes a lot more than technology to get it right. Demand generation also requires a lot more than automation. What are the underlying values of the brand experience? The offer? Actually, using the software is a very small part of what makes integrated marketing and sales successful. There are a lot of questions to consider.. here are just a few:
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Use Digital PR to expand Public Relations Impact
Inbound Marketing, Revenue Growth, SEO, Social MediaDigital PR takes advantage of the viral web to expand visibility and syndication across traditional media, new media and the end audience.
The traditional PR approach is focused on direct media relationships to drive exposure opportunities and influence brand/message awareness. Typically the approach targets known relationships within traditional media. An effective traditional media program remains a critical engagement strategy – particularly in highly regulated industries where compliance and regulatory constraints limit the full adoption of social media and internet outreach. However, the traditional approach is no longer adequate. With the advent of digital, we see a fundamental shift in media and news consumption. We are moving from information push to information pull. Information consumers can now use search engines and RSS readers to filter, manage and control the content they see. To succeed, today’s PR leaders must engage both traditional media influencers and the new influencers like bloggers, forums and communities across social networks.
An effective PR strategy must incorporate Digital PR. Digital PR takes advantage of the viral nature of the web to expand visibility and message syndication across traditional media, new media and the end customer audience. Below is a quick checklist of what you might consider in your PR strategy and plans. The list is based on how we at Revenue Architects approach building a Digital PR capability with clients:
Digital PR Strategy
Digital PR Delivery
Digital PR
Revenue Growth, SEOThe traditional PR approach is focused on direct media relationships to drive exposure opportunities and influence brand/message awareness. Typically the approach targets known relationships within traditional media. An effective traditional media program remains a critical engagement strategy – particularly in highly regulated industries where compliance and regulatory constraints limit the full adoption of social media and internet outreach. However, the traditional approach is no longer fully adequate.
With the advent of digital, we see a fundamental shift in media and news consumption. We are moving from information push to information pull. Information consumers use search engines and RSS readers to filter, manage and control the content they see. To succeed, today’s PR leaders must engage both traditional media influencers and the new influencers across social networks. An effective PR strategy incorporates digital strategies and takes advantage of the viral nature of the web to expand visibility and message syndication.
Must See Video – Social Media Revolution
Inbound Marketing, Revenue Growth, Social MediaIf you are exploring Social Media and trying to understand the impact it is having on media and business, check out this video on YouTube. (adjust your volume)
Financial Marketing Summit NYC 10/15
Revenue GrowthI connected with iMedia about a speaking role at the Financial Services Marketing Summit in New York on October 15. I will give a short talk to explore proposed solutions to the question of “how to operate your digital marketing in a way that doesn’t lose all of the personal touch you have with your customers offline.” We will use a fictional banking case study/scenario. I will then join a group of other “problem solvers” on stage with Jay Livingston, SVP, Global Marketing, Bank of America and two other brand marketers to discuss the problem, proposed solutions, and get the audience involved in a town hall type of format.
Here is the abstract from the event web site – maybe we will see you there.
The Bottom Line for Digital in Financial Marketing
Welcome to iMedia’s Financial Marketing Summit—now in its third year—where you can join more than 100 senior marketing executives from a broad range of financial service companies, as well as their agency partners, as they spend full day exploring the digital marketing opportunities and challenges for this important sector of the online marketing industry.
Now more than ever, marketing executives for financial services companies are focused on strategies that deliver the maximum ROI. Digital is unquestionably a leading direct-response and lead-gen powerhouse. In a financial environment where trust and stability are key components of a consumer’s decision-making process, however, marketers are looking to deploy the full-range of targeted branding options within the digital environment, not to mention ensuring they’re part of the social media digital fabric being woven by their customers every day.
iMedia’s Financial Marketing Summit is a one-day immersive experience to gain insights into these challenges. And it’s FREE to financial marketing executives and their agency partners!
Thoughts from Kristen Luke from #IMPACT09
Revenue GrowthI will write a more complete debrief from my experience as a speaker on Social Media for Advisors and engaging with attendees and colleagues at Schwab’s Impact 2009 conference. It was a great event – very well run – and also well attended by Schwab’s registered investment adivsor community. While there, I was able to have a catch up with Kristen Luke. Kristen attended my talk and also provided me some insights from her current projects. Below is a summary of her lessons from the conference and here is a link to the blog post.
Kristen Luke is a Revenue Architects colleague and the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for financial advisors. Kristen works with independent advisors to develop effective marketing plans and provides the back office support required to implement the strategies.
My slides are posted on slideshare.