Towards transparency and privacy in the online advertising business

The basics of marketing automation

TYPES strives to develop tools and technologies whose purpose will be, amongst others, to raise the transparency of the online advertising environment and its practices. A pivotal part played in the success of the TYPES project is a thorough understanding of how the industry works and why the often vilified “machinations” behind the interactions which take place in this landscape may be misunderstood.

In this article, WEDIA aims to shed light on one practice in the digital marketing industry, that of marketing automation, a B2B procedure which automates digital marketing actions. Invented in 2008, it has since managed to acquire 62% of search rates, making it one of the most popular B2B terms. Many of its features are reminiscent of other segments and practices of the online advertising industry.

What is Marketing Automation and what possibilities does it offer?

The term refers to a group of online applications that allow the automation of your digital marketing actions and gather, in one place, all the tools you need to attract visitors to your site and convert them into leads (people with potential to become your clients).

Using such a platform – which is not limited to those possibilities- is ideal for the B2B Marketing of a company, since one of the main objectives is to build relationships and facilitate online communication with clients, potential and existing, and also with those expressing an interest in its products and services- also known as Lead Generation.

B2B companies that have already adopted or are considering to integrate Inbound Marketing practices, can only benefit from a specialized platform.
The integrated tools offered by a dedicated platform allows you to:

  • Increase the number of your website visitors by optimizing your SEO actions and utilizing your corporate presence in various Social Media channels, as well as taking advantage of your corporate blog.
  • Design and implement effective Landing pages and Calls-To-Action (CTAs) and embed forms in which visitors can submit their personal information.
  • Automate your email marketing strategy.
  • Provide answers to important questions concerning the effectiveness of any digital marketing action, in order to readjust your tactics and follow the most efficient direction.

Is it worth it to invest in a Marketing Automation platform?

You may think that the cost of such an investment is really high. But, you should keep in mind that, in this case, the cost is relevant as it depends entirely on the benefits you will enjoy, after estimating the Life Time Value of the client you earned through this strategy.

Moreover, it is a mistake to invest in a Marketing Automation software believing it will do all the work by itself and you will be able to see great results within a week. To grasp all its features you have to spend time in learning how to use correctly the tools it provides you and then adjust them to the needs and goals of your business.

Whether you are part of an organisation looking to better understand how marketing automation can benefit your company, or a user trying to grasp how you fit in the intricate online advertising ecosystem, it is important to keep in mind that regardless of business models or individual apprehensions, TYPES aims to raise the transparency of this environment for the benefit of all parties involved.

About the author
Panos Kontopoulos | WEDIA

Panos Kontopoulos | WEDIA

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